Key game Operation Phase Conversion Rate

The conversion rate indicator is widely used in data analysis across all walks of life. For example, it exists in e-commerce and click a series of conversion rates generated by orders, the traditional sales industry will also consider how many orders the advertisement can convert when it advertises. In the gaming industry, the conversion rate is also an indicator that cannot be ignored.

In general, the game operation process will focus on these conversion rates: 1. download-installation (activation) conversion rate; 2. installation (activation)-registration conversion rate; 3. registration-conversion rate; 4. innovation-payment conversion rate;

The conversion rates of games on different terminals are slightly different. For example, because of the unique nature of browser game market guidance, advertisements are generally directly imported to a server, you need to pay special attention to registration-conversion rate during the process of page game arrival.

I believe everyone can understand the definition of these conversion rates. I will not repeat them here. The factors that determine the conversion rate of each link need to be analyzed carefully.

Conversion Rate-game Data Analysis

L download-installation (activation) conversion rate:

Possible factors affecting the conversion rate of this link are ):

(1) Client size. A large client may cause gamers without high-speed download bandwidth to lose patience during the download process, thus canceling the download;

(2) installation experience. Complicated installation steps or the installation process of the duration process, plug-ins and advertisements may also make players disgusted, and may make players choose to cancel the installation process at any time;

(3) Check the channels to see if there are any downloads.

L installation (activation)-registration conversion rate:
(1) Registration steps. In client games, do registered users need to fill in too much unnecessary information and whether mobile games support one registration? In short, the user experience during the registration process has a profound impact on the conversion rate.

(2) registration information. Several may be willing to bind a mobile phone number or ID card to a strange game.

L registration-conversion rate:

(1) check whether there is an opening animation after registration. If this opening animation seriously affects the conversion rate and does not greatly help the game's sense of substitution and world view, why not remove it?

(2) is the naming rule too cumbersome or a random name bug.

(3) Let's look back at the market volume and see if there are any clicks.

L innovation-payment conversion rate:

(1) This conversion rate is actually the usual payment rate. The most fundamental factor affecting the payment rate of the game is the payment point and consumption stimulus setting of the game itself. When joining a game activity, the rate may be increased.

(2) Whether the users of promotion channels are the target users of the game and the overall payment capability of Channel users are also the main factors affecting the payment rate, if the data from different channels shows that the payment rate of a single channel is significantly lower than that of other channels, you need to consider whether to continue to promote it in this channel.

Generally, after a game is launched and operated for a period of time, after finding a stable source of data volume, the conversion rate of each of the above steps should be kept within a stable fluctuation range, if you suddenly find that the conversion rate of a link fluctuates significantly, you 'd better make a special analysis to find out the cause and propose a solution strategy.

 

 

 

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