Based on this situation, extension specialists should pay attention to the methods to effectively improve the conversion rate.
First of all, in terms of channels, we should grasp the mechanism and algorithm of user group portraits and platform advertising that need to be put into channels in advance.
The pre-launch testing stage can not be ignored, which is also a link that most mobile games will experience in the initial stage of promotion. Referring to the data of DataEye-ADX, taking the online game "Crazy Guess Idioms" as an example, it took nearly five months from the online test of 19 in February to the end of April 2000, and then suddenly increased the material delivery on April 23rd, reaching a peak on May 22nd, with 5836 pieces delivered daily.
Data from: DataEye-ADX
Take the launch of another game "Uncle Legend" as an example. The game began to be promoted on September 30th, 2009, and was not officially launched until October 7th, 2020/kloc-0.
The pre-launch test focuses on the road surface, but it is not aimless and directionless. The purpose of understanding the channel algorithm and the portrait of target users is to match the target users and platform users of the game, find out several suitable platforms under this condition, and then test these platforms. The purpose is to quickly screen out the channels that are the easiest to get effective traffic.
Set KPI in the early stage of testing, make clear the channel promotion goal, calculate the launch cost according to the data of launch platform, and evaluate the data of user quality and quantity obtained by each platform, and comprehensively screen out the best platform in multiple dimensions (the number of channels retained in the end is different according to different budgets).
After the online test, you can start to increase the amount of material, tilt resources to the selected channels, and specialize these channels to ensure that these channels can continue to drain the game and ensure that users are accurate, high-quality and sustainable.
When the dedicated channel can continuously guide the trading volume and maintain the stable operation of the mechanism, you can try to continue paving.
At the same time of expanding the promotion channels, with the thinking of focusing on channels in the early stage, the operation skills are iteratively updated for different platforms, and the marketing means of each channel are optimized in a targeted manner to ensure that the pavement is also accurate and effective. However, the channels that have been determined should be constantly optimized, and it is not advisable to pick up sesame seeds and lose watermelon.
The purpose of trying to pave the way at this stage is to ensure that the return is greater than the effort, and it does not necessarily require the target users to be as accurate and high-quality as specialized channels.
Of course, promotion is not just about finding the right channel and operating well. Including advertising materials, video advertising, customer service and other factors will also affect the promotion effect, these parts should also be paid attention to.