What the top 50 apps do with IAP that the rest don't - Hemant Madan, Amazon App Store
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Transcript of What the top 50 apps do with IAP that the rest don't - Hemant Madan, Amazon App Store
WHAT THE TOP 50 APPS DO WITH IAP THAT THE REST DON’T
Reach Engage Earn
HEMANT MADANHEAD OF EU, AMAZON APPSTORE
@h_madan hmadan
Amazon Appstore
TODAY’S AGENDAHow the Top 50 Did
What They Do Differently – Sales
What They Do Differently – Engagement
A Look At Amazon Mobile Ads API
Amazon’s Large and Active Audience
3 Android devices
Fire phone
Kindle Fire
The Appstore supports a large
ecosystem
Customers are 1-Click purchase ready
Available on Android tablets and phones
The only store for Amazon devices
Amazon Appstore reaches FireOS, Android, and Blackberry 10 customers in 236 countries and territories worldwide
Fire TV
BB 10
How the Top 50 apps did
vs. the rest
Cohort Analysis
Group A: Top-50 Grossing
Source: Amazon Appstore, March 2014
Group B: Rest of Freemium
Day 1: Installs
Group A: Top-50 Grossing
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Source: Amazon Appstore, March 2014
Group B: Rest of Freemium
iiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiii
100100
installed
Day 1: Retention Metrics
Group A: Top-50 Grossing
iii
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of Freemium
iii
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiii1318
uninstalled
5958
active
33
paying
Day 1: Engagement Metrics
Group A: Top-50 Grossing
iii
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of Freemium
iii
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiii1318
uninstalled
5958
active
33
paying
# of sessions / active
session length / active(minutes)
× =
avg. session length(minutes)
6.9
7.4
2.6
2.9
18
21.6
Day 1: Revenue Metrics
Group A: Top-50 Grossing
iii
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of Freemium
iii
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiii
=×
# of items / paying
100%
112%
avg. selling price
100%1
36%
10
0%
154%
ARPPU
1318
uninstalled
5958
active
33
paying
# of sessions / active
session length / active(minutes)
× =
avg. session length(minutes)
6.9
7.4
2.6
2.9 18
21.6
1 Day Later…
Group A: Top-50 Grossing
ii
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of Freemium
ii
Iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiii
# of sessions / active
session length / active(minutes)
×
avg. session length(minutes)
1725
uninstalled
3437
active
11
paying
=×
# of items / paying
100%
106%
avg. selling price
100%107%
10
0%1
14%
ARPPU
6.7
7.7
3.2
3.5
21.2
27.5=
3 Days Later…
Group A: Top-50 Grossing
iiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of Freemium
iiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiii
# of sessions / active
session length / active(minutes)
×
avg. session length(minutes)
1928
uninstalled
1923
active
=×
# of items / paying
100%
107%
avg. selling price
100%122%
10
0%131%
ARPPU
5.9
7.9
2.6
3.2
15
23
=
1 Week Later…
Group A: Top-50 Grossing
iiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of Freemium
iiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiii
# of sessions / active
session length / active(minutes)
×
avg. session length(minutes)
2032
uninstalled
1418
active
=×
# of items / paying
100%
102%
avg. selling price
100%1
21%
10
0%1
24%
ARPPU
5.7
7.4
2.6
3.2
15
23=
2 Weeks Later…
Group A: Top-50 Grossing
iiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of Freemium
iiiiiiiiiii
iiiiiiiiiiiiiiiiiiiii
# of sessions / active
session length / active(minutes)
×
avg. session length(minutes)
2134
uninstalled
1014
active
=×
# of items / paying
100%
111%
avg. selling price
100%
108%
10
0%120%
ARPPU
5.7
7.3
2.5
3.1
14.2
22.6=
1 Month Later…
Group A: Top-50 Grossing
iiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of Freemium
iiii
iiiiiiiiiiiiiiiiiiiiiiii
# of sessions / active
session length / active(minutes)
× =
avg. session length(minutes)
2236
uninstalled
48
active
=×
# of items / paying
10
0%
103%
avg. selling price
100%
128%
10
0%
131%
ARPPU
5.9
7.3
2.4
3.114.1
22.1
Hours Since App Download
IN-APP PURCHASING BY HOUR
Source: Amazon Appstore, March 2014
0 24 48 72 96 120 144 168 192 216 240 264 288
PRICE INCREASES OVER TIME
Days User Owned App
80%
90%
100%
110%
120%
130%
140%
150%
160%
170%
1 4 7 10 13 16 19 22 25 28
Source: Amazon Appstore, March 2014
+60%
average
selling price
WHAT WE LEARNED
The top have higher average price pointsYou can charge more in the right place and time.
Session length and count are importantRetention is not the only important metric.
What the top 50 do differently
-- Sales
THE TOP DEVELOPERS KNOW THE NUMBERS
?
ENGAGE
CUSTOMER
EARLY
MAKE IT
EASY TO
COME BACK
GIVE THEM A
REASON TO
COME BACK
37% of users who will purchase, purchase
on the first day
48% of repeat purchases happen within one
hour of a previous purchase
64% of revenue comes from 3rd order +
74% of revenue occurs after first 7 days
56% of revenue occurs after first 30 days
Apps with tutorials that introduce IAP
items
HAVE A 2.5x HIGHER
CONVERSION RATESource: Amazon Appstore, July 2013
Apps showing users how to “consume”
GET MORE REPEAT
ORDERSGames that providing a post-purchasing tutorial
generated 65% more repeat orders than the
market average.
Source: Amazon Appstore, March 2014
Games with bigger selection
RECEIVE MORE
ORDERS PER
CUSTOMERDevelopers that add new items regularly are able to
re-engage their paying customers. 1.14% of the
customers generate 30% of sales.
Source: Amazon Appstore, March 2014
69%
100%
145%
1-5 Items 6-10Items
11-15Items
ARPPU by # of IAP items for sale
Conversion Rate
INDEX: Average = 100%
Don’t confuse your customer
OFFER VARIETY,
BUT NOT TOO MUCH
Source: Amazon Appstore, March 2014
147%
101%
52%
0%
50%
100%
150%
200%
1-5PricePoints
6-10PricePoints
11-15PricePoints
To sell more IAP items,
BE CLEAR
ABOUT VALUEMake it obvious what the
benefit is for buying different
price items. Confused
customers don’t buy anything.
Most of us have too much
CONCENTRATION ON LOW PRICES
Total Marketplace: Assortment by Price Point
Source: Amazon Appstore, March 2014
31%29%
7%
12% 11%
5%3%
1%
14%11%
6%3%
16% 16%
11%9%
0%
10%
20%
30%
40%
0.99 1.99 2.99 4.99 9.99 19.99 49.99 99.99
% of Assortment % of Sales
We find that the
TOP GAMES ARE MORE BALANCED
Source: Amazon Appstore, March 2014
Top 50 Apps: Assortment by Price Point
28%
15%
10%13%
11% 9% 9%5%
32%
19%
7%4%
10%12%
5% 4%
0%
10%
20%
30%
40%
0.99 1.99 2.99 4.99 9.99 19.99 49.99 99.99
% of Assortment % of Sales
WHAT WE LEARNED
Games with bigger selection
RECEIVE MORE ORDERS
Tutorials that introduce in-app items
HAVE HIGHER CONVERSION
Showing users how to “consume”
GETS REPEAT ORDERS
Treating in-app items like a catalogue
MAKES IT EASY TO SHOP AND
DIFFERENTIATE OFFERS
1.14%
of paying customers generate
30% of sales
What the top 50 do differently
-- Engagement
REDUCE BARRIERS TO FREQUENT USE
Tuning Game Difficulty
WILL ENCOURAGE
LONGER SESSIONSToo hard, and users will abandon. Too
easy, and they can get bored. Just right,
and it becomes addictive!
Adopting Social
CAN CREATE BUZZ
AND KEEP USERS
ENGAGEDThis will result in more friend-to-friend marketing
as players share their achievements and ranks.
Players will also compete with friends and leaders
and stay engaged.
Leaderboards and
Achievements are
THE MINIMUM BAR
FOR SOCIAL
ENGAGEMENT
Design IAP into the
fabric of your game
MAKE IT
EASY TO BUYOffering ways to buy your IAP
items when they are needed
will increase conversion.
Apps that made it easy to shop
INCREASED REVENUE 75% (ARPPU)Source: Amazon Appstore, March 2014
To be in control,
HAVE A
LOT OF
LEVERSUse A|B Testing to
fine-tune everything
from game difficulty to
IAP menu choices.
Market your app to all customers
BE IN ALL THE STORES
If you’ve invested in building an Android app, sell it everywhere.
WHAT WE LEARNED
Add social and tweak game difficulty to
INCREASE TIME AND COUNT OF
SESSIONS
Cater to your best and longest customers with clear value
DIFFERENTIATE YOUR IAP CATALOG
Give yourself control of your game in the wild
IMPLEMENT A|B TESTING
A look at Amazon Mobile Ads
API
Amazon Mobile Ad Network
• Maximize earning potential with great eCPM
• Get paid on ad impressions
• Cross-platform solution
• Highly-relevant ads
• Multiple ad formats
• Easy integration & actionable reporting
38
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Learn more: http://developer.amazon.com/welcome
Contact us: forums.developer.amazon.com
Tweet: @h_madan
Follow us:
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@AmazonAppDev @h_madan
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