Case study : Glu
Glu’s Design Home Soars Toward the Top of the App Store and Google Play Store Peaking at One Million Daily Active Users
In less than a year, Glu’s Design Home has become beloved by fans who enjoy using thousands of home décor items to design unique interior spaces. But, with so many options for customization, it was a challenge for Glu to decide what to emphasize to catch prospective users’ attention. Glu was looking to drive incremental installs for Design Home as it scaled up in the second quarter of 2017 and showcase the intrigue of the game without overwhelming potential users. Glu was drawn to CrossInstall over other vendors because of the ability to integrate creative and data to engage high quality users at scale. Their user acquisition team looked to CrossInstall’s playable units as an additional, highly engaging component.
CrossInstall and Glu collaborated to find a way to portray the game creatively to drive conversions and clickthroughs. Iterations of testing and a data-driven approach guided Glu toward a playable emphasizing simplification and ease of use. Glu wanted Design Home users to easily understand where to click and within seconds, be able to take in the ad and know how to interact. To do this, CrossInstall approached the challenge with a multi-step optimization. The companies tested different calls to action (CTAs), changed how quickly to serve the CTAs, analyzed where to place the tutorial, and investigated how much text to use, all while tracking interaction rates and using data to guide creative choices.
The Solution Multi-Step Approach:
CrossInstall's customized interactive ads made changes fast and easy. Furthermore, everything that was changed was backed up by data to ensure optimizations moved Design Home in the right direction. For this, Glu collaborated with CrossInstall to take a multi-step approach to meet their KPI goals.
STEP 1 - TRACKING INTERACTION RATES
To ensure optimal ad conversions and streamline the user journey throughout the ad, CrossInstall tracked interaction rates to see how many users made it all the way through the ad. As Design Home’s first interaction rate was on the lower side, Glu knew they needed to do more to engage users from the start. In addition, to maximize the CTA to App Store ratio, CrossInstall tested four different CTAs including “Design More Spaces” and “Download Now” and tested a number of different parameters to see which led to the highest conversion. The companies tested over 70 combinations and compared the results against internal benchmarks to gauge improvements. A thorough multi-step optimization led to a 63% increase in clickthrough rate and a 21% increase in conversion rate.
STEP 2 - CHANGING HOW QUICKLY THE CTA IS SERVED
The user had four items of furniture to place and Glu tested serving the CTA after users had placed one, two, three, and then all four items. The data showed that users were most engaged when placing three items for the highest conversion rate.
STEP 3 - ANALYZING WHERE THE TUTORIAL IS PLACED
Another factor tested was where the tutorial was placed. Initially, it was in small font and at the bottom of the ad compared to it being larger and in the middle. This testing helped reach the conclusion that having the tutorial larger and toward the center of the page pushed more users to engage.
STEP 4 - INVESTIGATING TEXT VS. NO TEXT?
CrossInstall investigated which text was critical for comprehension and what was extraneous. The results showed that the user was not overwhelmed by the playable, but by the additional instructions at the bottom.
After implementing these concepts, Glu was able to scale and drive conversions all while maintaining quality users. The focus was all about simplification and ease of use with the ad to delight users. As its users continued to enjoy having home décor at their fingertips, Glu worked with CrossInstall for interactive ads that helped drive more downloads.
Campaign highlights include:
- CTA effectiveness was approximately 10% more than industry standards
- Highly engaged users throughout the experience - retained 85% by the third tap
- LTVs approximately 43% higher than industry standards