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Beyond Conversion Rate: Further Numbers to Improve Casual Game Sales
Reach is determined by taking the unique number of visitors to the game's page and dividing it by the unique number of visitors to the website. Reach is a measure of how well customers are trafficked through the website to the game's page on the site. Where Conversion Rate tells you about how good the demo is, and Proficiency Rate tells you how good the game's webpage is, Reach tells you how good your website is at getting customers to the games. Where Reach Succeeds Reach can help identify several things, such as how well the game is being promoted, how navigable the website is, how much inherent interest there is in a game and how much interest there is in a specific game genre. It can be especially helpful in distinguishing customer interest in older games that are no longer on the front page of a website. Comparing one genre against another can help to identify genres that do a better job of maintaining customer interest or may have more inherent interest. The wide variety of information gained through the use of Reach can identify many areas of the website that may deserve extra attention as well as provide useful information regarding future game development. Where Reach Falls Short As Reach is a measure inversely proportional to a website’s size, it is not valuable for comparing different websites (unless you wish to compare their size). While it can be very useful for individual website optimization, it doesn’t provide information that can be used across the industry. Due to this, Reach is a number that is quite valuable, but is best used internally. Case Study: Chess, Big Kahuna Reef and Conversion, Proficiency & Reach Using Reach, Proficiency and Conversion together, we get a much clearer view of our comparison between Chess and Big Kahuna Reef. Looking at the month's worth of mock data below, we note that though Chess is very Proficient at driving downloads and has a higher Conversion Rate than Big Kahuna Reef, the Reach for Chess at just .2% is much lower than the 1.2% Reach of Big Kahuna Reef and is the key reason for it being outsold nearly 3 to 1. In this case it may be that the inherent interest in Chess is simply lower than the interest in Match-3 games. A tracked promotion of Chess may help us to determine if that is truly the case or if perhaps there are more fans of Chess who simply struggle to find the game on our website. Further comparison of each of the numbers against similar games may provide interesting information about where we might focus our efforts between the demo (Conversion), game page (Proficiency) and website (Reach).
Numbers provide a way to better determine how to improve a businesses and they provide insight into the overall health of any industry. Conversion Rate only offers a small look into the casual games industry and provides a limited understanding of how the industry can improve. Expanding our information by focusing on either basic Penetration or looking in more detail at Reach & Proficiency in addition to Conversion Rate will provide a more useful picture. Our attention is directed to three distinct areas for improvement, the demo (Conversion), the game's webpage (Proficiency) and the website (Reach). When looked at together, these numbers give increased insight into customer activity from the first step on the website and illuminate the customer's experience each step of the way through to the final purchase of the game.
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Features
What is Reach? (Page Visitors/Site Visitors)
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