Why do users click on your game feed ads but fail to convert?

The reason why those real users did not convert may be related to your landing page .

01 Introduction

This article only discusses situations with landing pages, and does not include app downloads and direct links to stores.

02 Problem Analysis

After excluding the "normal phenomena" that everyone will encounter, such as machine clicks, peer clicks, old user clicks, user late clicks, traffic hijacking , activation delays, and natural volume attribution, let's talk about the remaining real users and why they don't convert?

1｜The match between channel targeting and games is low

Different channels and different targeting target different groups of people and have different expectations for games. You cannot force the same landing page to have the same conversion rate for 2D teenagers and legendary uncles.

If you choose to target all ads, the risk of cost fluctuations will inevitably increase; but narrowing the targeting will not guarantee that the ads will be delivered to the target group you want. It can only be said that the risk will be reduced or even become greater.

This requires continuous exploration of the channels and targeting that are suitable for this game during testing.

2｜The landing page loads too slowly <br />Have you ever clicked on an ad that goes directly to the iOS store with an older generation iPhone? The slow pace of waiting for the client to open the App Store is enough to drive away some impatient users . If your landing page loads this slowly, it’s time to change it.

Solution:

① Use the mobile website building function provided by the platform;
② Compress the image size;
Compressed JPG website: https://tinypng.com/

Compressed GIF website: http://zhitu.isux.us/

③ Adjust the landing page content

3｜The landing page and the entrance image and text do not match

Since the user clicked on your picture and text, it must be because a certain point in the picture and text made him want to learn more. If your landing page (especially the first screen) does not have a corresponding follow-up, the user will be lost.

Common situations:
① The entrance image and text pursue click-through rate , attracting users to click in a way that is close to news, but it turns out that it is not news;
② When the entrance graphic was designed, there was no clear point to be expressed, which resulted in the dispersion of users’ desire to click on the advertisement; (In exceptional cases, users have a higher tolerance for IP and pornographic landing pages)
③ The entrance image and landing page content are too different, making users feel that they are not the same game;
④ The entrance image and text emphasize a certain point, but the corresponding expression is not placed on the first screen of the landing page, or is not there at all;

4｜The content of the landing page is too weak

Weak, relative to all the landing pages that users have viewed. What each user has seen is different, so your landing page must be the best among similar games. Otherwise, even if it is second, your conversion cost will fluctuate.

How to prove that your landing page is the best?
Go to DataEye, completely copy the longest-running creatives and corresponding landing pages of your peers, and put them together with your own landing pages for A/B testing. That is, compare different landing pages with the same graphics, text, targeting, and bid. This way you can know whether your landing page has the best conversion rate for this type of creative.

Two sentences here:
① Compared with GrowingIO, DataEye has made the entire game information flow transparent at a competitive level (except for targeting);
② If you see a landing page that you think is good, you can tell which company it is from the copyright at the bottom, and then search for the company directly on DataEye to see all the games it has launched and the landing page that has been running the longest for each game. (If it is a case of a scam, please ignore this paragraph)

Back to the topic, how to improve the expressiveness of the landing page?

4-1｜Improve the richness of expression <br />We all know that in terms of the richness of expression, static JPG is weaker than GIF and page dynamic effects, and GIF and page dynamic effects are weaker than video. However, since the video in the landing page requires users to click to play, and the video files are generally too large, I personally recommend that GIF or page dynamic effects are most appropriate. It can account for more than half of the landing page.

4-2｜Increasing the intensity of performance

In terms of the strength of expression, it would be best if the content image allows users to see the features of the game at a glance.

You need to think about how this game is differentiated from other games, whether users are interested in it, and how to clearly express this difference.

Don’t just put up a few pictures and expect to bring good conversions. You should know that there are fewer and fewer novice users.

Of course, if you are launching a game that is highly homogenized and users take its so-called features for granted, then you can work on the presentation form.

The core point is the same, but the expression is different. That is the difference. As for whether it is good or not, we need to test it to know the result.

In addition to content pictures, many landing pages like to put benefits. So what are the best benefits to put?

There is a passage in " Game Operation " that can be used as a reference:
“Since it is to attract new users , most users do not understand the game, so the weight of practical props (such as currency, upgrade materials) is low, because users do not know the meaning and value of these props. Based on the scenario of attracting new users, props with catchy names, gorgeous appearance, and cool style (such as costumes, weapons, mounts, etc.) are weighted high.”

4-3 | Improve the freshness of performance

In terms of freshness of expression, you should try to make all elements in the landing page new, especially the content pictures.
As long as there is a content picture that users have seen on other landing pages, they may think that it is the same game, and loss is inevitable.
Not to mention completely copying other people’s landing pages. If it’s a different channel, it’s fine. If it’s the same channel, there are only three results:

① You stole his quantity crazily;

② He washed all the volume, resulting in 0 conversion for you;

③ In between, your costs vary.

Similarly, there is another way to play, which is to steal screenshots of other games and create something out of nothing, making users believe that the game is really so novel and cool, or that the game is a genuine IP. Anyway, users don’t know what kind of game you are before downloading it.

The company that was the first to do this stole a large number of users, but the companies that followed suit and took the same screenshots are now in trouble.

The above are all thoughts on the reasons why users do not convert from the perspective of problem analysis.

From a positive perspective, referring to the Landing Page, the design of the landing page is related to at least five issues:
① Who am I?

(Logo, slogan, brand positioning, product positioning)
② What games do I offer?

( Title , product positioning)

③ Why choose me instead of others?

(Unique selling points and advantages)

④ Why should you believe me?

(Testimonials, social proof, etc.)
⑤ Why download my game immediately?

(Call to Action)

Analyzing from both positive and negative perspectives can complement each other's ideas.

Of course, there are still many details that have not been mentioned, such as: What kind of first screen can maximize the chances of users sliding to the secondary screen? Which is better, welfare or content pictures? Are comments necessary? And so on. These are areas that can be optimized, and I leave them for you to think about.

03 Conclusion

Having said so much, no matter how great the idea is, it still needs art to produce a finished product. I implore you to pay attention to art, because if she draws pictures for you casually, you will be a waste; she has little material accumulation and poor professional skills, so both you and her will be waste.

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The author of this article @GoHongX compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games