Written by: Ayet Bayrami
Welcome to the second part of our 4-post series, detailing what elements most game advertisers and publishers should consider in order to maximize their campaign results!
Previously, we covered the topic of which ad deal metrics are best to consider, as well as their pros and cons. Check out PART 1 here!
This week, we continue by discussing which user registration flows tend to be perceived well by both players and advertisers. Following that, we delve into what information a landing page should require of its visitor in order to impact the advertisers’ conversion rate in the least negative way. This contents of this section relate specifically to desktop, as mobile users can begin playing their games immediately after downloading them from an app store.
User Registration Flows
Another essential factor for advertisers and publishers to take into consideration is the way in which the players are registered as a “conversion”. There are two ways of doing so:
- Single Opt-In (SOI), where a user is only required to register and submit their email address;
- Double Opt-In (DOI), where, after having submitted the aforementioned details, a user must also verify their email by clicking on a link sent to their email inbox;
Essentially, it comes down to the following additional DOI steps:
SOI vs DOI (User Experience)
The upside of SOI is an uninterrupted funnel experience for the user. They could, in the case of Browser games, directly start playing once they filled in their details. With DOI, the user would be forced to first enter their email inbox and confirm their email address by clicking a link, which not all people are generally willing to do. In reality, email lists that utilize DOI tend to experience up to 30% slower growth when compared to ones using SOI.
SOI vs DOI (Advertiser)
Both registration flows have their advantages and disadvantages for the advertiser:
- The advantage of SOI is the lower price advertisers would need to pay for a user who doesn’t confirm their mail. The disadvantage is people could use email addresses that are either made up or rarely active. In such cases, the advertiser could have gained a player, but not their proper email address, meaning that very little could be done in the future in terms of re-targeting purposes.
- With DOI, the case is exactly the opposite. The cost is higher for a user who has confirmed their email address, but the advertiser can be sure that it does exist and is being used to a certain extent.
Landing Page Content
Speaking of registration flows, it is also important for a campaign to incorporate the clearest and most appealing landing page possible.
The majority of widely-used landing pages require users to submit their email address or their Facebook/Google account before being enabled to play or download the game. This serves three purposes:
- Identify the user;
- Check on their eligibility;
- Add them to your re-targeting campaigns;
Nevertheless, landing pages containing CAPTCHA (Completely Automated Public Turing test to tell Computers and Humans Apart), can also increase the safety for advertisers. On the other hand, this can also lead to frustrated users if the CAPTCHA is not working properly. In fact, it has been shown before how the inclusion of CAPTCHA can be damaging to a business’ conversion rate. Therefore, adding one should be an unobtrusive experience.
Finally, when it comes to landing pages, their goal is, of course, to obtain the details of the players that register for a game through them. However, beyond this point, said pages do not allow tracking these players’ progression through the game to separate the valuable prospects from the rest. Thus, if you, as a developer, have managed to launch your game on Steam, the largest digital game distribution platform, you may have trouble tracking which of your advertising campaigns are bringing in which users.
This is where iQU’s Steam Track service comes in, providing the possibility to recognize the players who get attributed through a Steam landing page, with the help of a simple code developed by Innervate.
Now that we have covered the topics of the most appropriate ad payout rates, user registration flows and the types of landing page content, it can already be seen in this infographic how combining these elements sets up a great foundation for a game performance marketing campaign.
Moreover, if you would like to access our entire overview at once, along with several key payout guides combining all previous elements, then download our new e-book for free today!
And if you’d like to read some other extracts from the e-book, you can find them linked below:
- PART 3: Making Use of Game’Types, Platforms & Genres
- PART 4: Geo-Based Tier Segmentation & Payout Guides
In the meantime, if you are interested in learning more about how to optimize your game advertising campaign and maximize your ROI, contact iQU for a free consultancy session today!