Growing a brand new cellular product isn’t any easy feat. You need to cope with a extremely saturated (and ever-growing) cellular app ecosystem through which thousands and thousands of apps and video games are already obtainable in each the Apple App Retailer and Google Play Retailer. Plus, the method of growing an app or sport includes a large number of choices and unknowns. So how do firms acquire a aggressive benefit and establish which concepts will (or gained’t) be well-received by their market earlier than they make investments helpful time and assets into improvement? It’s the primary stage within the pre-launch course of, and it’s known as idea testing.
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Many individuals assume that app retailer artistic testing is just relevant to apps or video games which might be already being developed or are at present listed within the App Retailer or Google Play. Nonetheless, there’s an enormous alternative to make the most of ASO previous to improvement with the intention to solidify an thought with the very best likelihood of success.
One of many issues firms get flawed from the start, although, just isn’t absolutely understanding their audiences. The earlier you utilize testing to uncover insights about your potential viewers’s distinctive preferences and pursuits, the earlier you’ll be able to transfer ahead with a cellular app or sport idea that’s prone to be a profitable alternative.
Despite the fact that idea testing is extra regularly carried out by sport builders, it’s a common exercise that’s related to each cellular developer who needs to launch a brand new product and acquire a aggressive benefit. Utilizing our expertise serving to main cellular publishers run idea assessments, this publish will cowl why it ought to be an important a part of your cellular app or sport improvement course of and how one can leverage it successfully.
Why Cell App Idea Testing is Essential
On the floor, the advantage of idea testing is that it helps you uncover a possible product alternative within the extremely saturated cellular app market.
Firms are already investing assets on this space and utilizing different analysis strategies, similar to focus teams, market analysis, and surveys, to formulate hypotheses on the most effective path to take a brand new product. Many even have devoted shopper insights and analysis groups supporting and driving these initiatives. Nonetheless, these strategies aren’t correct sufficient. They fail to duplicate the setting through which actual potential customers uncover your sport or app after which resolve whether or not or to not set up. App retailer testing gives a novel alternative to uncover unbiased and considerably extra detailed information to help these hypotheses and even reveal an alternate path.
Most significantly, it helps you reply these important enterprise questions:
- Is it price including a brand new franchise or new app?
- What’s the finest mixture of IP and sport mechanic? Finest mixture of app options with app idea/theme?
- What app idea or sport can have the biggest attain?
- What’s the new app or sport’s potential ROI?
- How do totally different demographics and curiosity teams reply to every idea?
- What do customers anticipate to see after they resolve to obtain (however earlier than they open the app/sport)?
- How does your current community reply to this idea?
If we deliver it into the true world, many main builders personal a number of apps or video games in the identical theme or franchise. A significant query that these builders have is whether or not they need to provide you with a completely novel idea and broaden to a brand new class, or follow what’s confirmed profitable and use their present franchise(s) or manufacturers.
For instance, Supercell at present has two video games of their profitable “Conflict” franchise—Conflict of Clans and Conflict Royale. Their state of affairs can be the best use case for idea testing, as it could assist them decide if they need to add a 3rd title to this franchise or develop a completely unrelated sport that may allow them to achieve a brand new market.
As you’ll be able to see, the enterprise questions you select to reply lay the muse to your total idea check technique.
Idea Testing Course of
Idea testing within the app shops could seem easy—you simply solidify totally different app/sport ideas, create mock app retailer pages for every, after which ship visitors to see which idea drives probably the most installs, proper? It’s really not so easy. With a purpose to extract probably the most worth from this exercise, it’s best to comply with a strategic course of and absolutely perceive find out how to precisely measure and use the outcomes to your benefit.
Decide the Elements to Check
So that you’ve recognized the enterprise questions you wish to reply. Now you can begin narrowing down the choices for what sort of app or sport to develop.
First, it’s best to outline your totally different audiences. You possibly can section them by elements similar to:
- In the event that they’re current customers of an app/sport you have already got vs. a broader viewers
- Age (e.g.,18-24, 25-35, 35-44, etcetera)
- Pursuits (e.g., Sport of Thrones, informal video games, etcetera)
At this stage, you’ll be able to start to establish the target market and create a consumer persona. A significant good thing about defining your audiences early on is that it lets you perceive if it’s an viewers price focusing on. For instance, if you happen to have been deciding whether or not it’s best to construct a tower protection sport utilizing a longtime IP (e.g., Sport of Thrones), you’d first wish to have a look at the attain on Fb (i.e., how huge the viewers is for individuals excited by these two genres).
Persevering with with the IP instance, there can be two audiences it’s best to have a look at: 1) the IP (on this case, Sport of Thrones) viewers and a couple of) the broader tower protection genre-loving viewers. The objective is to find out how enticing this idea can be amongst people who find themselves followers of a number of genres. If these two audiences complement one another and have a large attain, then you definitely may be extra sure it’s a great route and may start idea testing. If the general attain is low, then you definitely would possibly wish to rethink this idea.
As we’ll focus on within the evaluation part, the objective is to search out an thought that may enchantment to the biggest viewers with the bottom value per set up (CPI). The metrics used to find out that is advert attain, general conversion price (CVR), and (in fact) CPI.
When you section your viewers, it’s best to then establish the particular ideas (e.g., totally different sport mechanics, app performance, storylines, themes, etcetera) you wish to check. These ideas ought to be distinct sufficient in order that when a “winner” is discovered, it can’t be confused with one other idea.
Right here’s an instance of an preliminary idea check for a brand new sport. The outlined viewers segments are directed to variations that showcase totally different sport mechanics (on this instance, match 3, interactive story, tower protection, or role-playing sport (RPG) technique). This primary check is essential to find out the kind of sport that may enchantment to the widest potential customers, and the outcomes will information the remainder of the idea testing course of.
Analyze the Outcomes
As soon as the check ends, you’ll be able to decide which idea drove probably the most curiosity. Analysis teams can reveal qualitative consumer preferences on a smaller scale, however testing reveals each quantitative information (e.g., potential CPI and CVR) and qualitative information (e.g., which actual messages within the Gallery drove individuals to put in or drop) from 1000’s of extremely focused and high quality customers.
If we proceed with our instance, you’ll be able to see that the tower protection sport mechanic gained as a result of it had the very best CVR and lowest CPI. Based mostly on the outcomes of this primary check, you’ll be able to extra precisely confirm that assets will probably be invested within the appropriate place and that the sport will probably be developed to match the widest attainable viewers preferences.
To additional improve your learnings, we suggest including a survey that customers have the possibility to finish after clicking “set up” on the check app retailer web page. The questions can vary from particular (e.g., which character do you want finest, which options curiosity you) to extra broad, behavioral questions (e.g., have you ever spent cash in a sport earlier than, how usually do you play video games). These survey questions are invaluable to:
- Decide the standard of the visitors section
- Discover most beloved (or hated) characters
- Establish facets or options that would drive probably the most monetization and return on funding (ROI)
- Pinpoint probably the most most popular (or disliked) options
Based mostly on idea assessments we’ve run with main builders, we’ve seen completion charges of as much as 70%.
Finalize Ideas in Subsequent Checks
Utilizing the winner of the primary check, every subsequent check will assist you decide a distinct side or function of the app/sport. The hypotheses develop into extra particular, and the viewers is extra consultant of your actual viewers.
For instance, the speculation driving the second check above is which theme will enchantment to probably the most customers: Aquatic, Futuristic, Center Ages, or Tropical?
The remainder of the idea testing course of helps you hone in on the granular specifics of the app or sport. For apps, it may very well be which options or branding model piques probably the most curiosity. For video games, it may very well be the characters, sport setting, or storylines that enchantment to probably the most customers.
Every check additionally uncovers the distinctive app retailer engagement information. Amongst totally different goal audiences, how do their preferences range? What number of guests scrolled by way of my Gallery? Which Screenshots had probably the most impression? What number of guests dropped after seeing the First Impression (every part above the fold)?
However, why are these questions necessary? They signify one other essential step within the product improvement course of through which you’re making an attempt to grasp which messages and creatives drive extra individuals to put in and the way finest to convey the distinctive promoting factors of your sport/app. This lets you establish probably the most impactful advertising messages to focus on in your broader cellular advertising and UA campaigns as soon as improvement is full.
General, idea testing gives you a data-backed approach to higher hedge your bets and discover a product alternative with a excessive likelihood of success. As you’ll be able to see above, the tower protection style is already saturated with totally different themes. With out idea testing, we might’ve spent helpful time and assets growing yet one more tower protection sport with out absolutely understanding if it could enchantment to a large viewers and even which theme to make use of with the intention to stand out among the many present opponents. By the testing course of, we recognized a possibility to develop an aquatic-themed tower protection sport that discovered a distinct segment, worthwhile place within the cellular sport ecosystem.
What Comes After Idea Testing?
It’s no secret that the app retailer platforms have gotten extra aggressive on daily basis. The easiest way to achieve a bonus on this saturated area is to extra precisely establish which ideas will enchantment to the widest viewers. Testing helps you make these necessary product improvement selections utilizing concrete information, and it performs a important function in revealing how individuals make their very own selections and which messages persuade them to put in.
Regardless of these advantages, most builders consider the app shops as the ultimate stage of their launch plan. By bringing it again to the starting of the method with idea testing, it offers them a novel glimpse into how potential audiences will react, if there’s a possibility for a brand new app/sport, and if it even makes enterprise sense to speculate assets into the concept.
After idea testing, the subsequent step is to comfortable launch in smaller markets that aren’t your foremost GEO. This lets you additional optimize your advertising messages and finalize particular options earlier than absolutely launching in your foremost market. Hold an eye fixed out for our follow-up publish that may cowl finest practices for soft-launch testing.