| page.title=Happy Labs Increases Installs by 32% on Google Play with Store Listing Experiments |
| page.metaDescription=Happy Labs Increases Installs by 32%. |
| page.tags="developerstory", "games", "googleplay", "google play" |
| page.image=images/cards/distribute/stories/happylabs-logo.png |
| |
| @jd:body |
| |
| <style type="text/css"> |
| span.positive{ |
| color:green; |
| font-size: 125%; |
| font-weight:bold;"> |
| } |
| span.negative{ |
| color:red; |
| font-size: 125%; |
| font-weight:bold;"> |
| } |
| </style> |
| |
| <h3>Background</h3> |
| |
| <div class="figure"> |
| <img src="{@docRoot}images/distribute/stories/happylabs-logo.png" /> |
| </div> |
| |
| <p> |
| <a class="external-link" |
| href="https://play.google.com/store/apps/dev?id=5211519071117278745&hl=en"> |
| Happy Labs</a>, founded in 2012, is a successful game developer in Southeast Asia with 13 |
| game titles and over 30 million downloads. Its flagship free-to-play virtual sim game, |
| <a class="external-link" |
| href="https://play.google.com/store/apps/dev?id=5211519071117278745&hl=en">Happy Pet Story</a>, |
| launched in February 2016 and is designed for female gamers of all ages. |
| </p> |
| |
| <p> |
| Following the announcement of Store Listing Experiments in May, Happy Labs decided to test |
| variations of their game icon and screenshots to optimize their store listing. |
| </p> |
| |
| <h3>What they did</h3> |
| |
| <p> |
| Happy Labs used the Store Listing Experiments feature in the Google Play Developer Console to |
| test three new variations of their new game icon. Encouraged by early results, they then |
| optimized the game screenshots displayed in their store listing. |
| </p> |
| |
| <h3>Results</h3> |
| |
| <p> |
| The results showed that the new icon, <em>Sweet Bubbles</em> without a frame, outperformed |
| the initial <em>Mojo</em> icon and two other variants, with a 38.6% increase in installs: |
| </p> |
| |
| <p> |
| <img src="{@docRoot}images/distribute/stories/happylabs-happy_pet_icon.png" /> |
| </p> |
| |
| <p> |
| Based on these findings, Happy Labs changed the Happy Pet Story icon to the new image globally |
| on Google Play. |
| </p> |
| |
| <p> |
| Following the positive icon testing results, Happy Labs ran global store listing experiments |
| with a combination of screenshots from their store listing over a five week period. They then took |
| their best performing screenshots from the experiments and tested them across three specific |
| countries: Indonesia, Thailand, and Japan. The results showed an average increase of 19.87% in |
| installs. |
| </p> |
| |
| <p> |
| Migrating from the original images to the variants shown in the following figure increased organic |
| installs in Thailand by 13.9%: |
| </p> |
| |
| <p> |
| <img src="{@docRoot}images/distribute/stories/happylabs-variant.png" /> |
| </p> |
| |
| <p> |
| With the combination of both store listing experiments, Happy Pet Story saw an average increase of |
| 32% in month-on-month organic daily downloads globally, as described by Jeffrey Chee, CEO of Happy |
| Labs: |
| </p> |
| |
| <p> |
| <em>“Store listing experiments have been an invaluable tool for us in optimizing our Play store |
| presence. I am really happy that we were able to get an uplift of 32% in organic installs with |
| minimal investment in terms of resources.”</em> |
| </p> |
| |
| <h3>Get started</h3> |
| |
| <p> |
| Learn how to run |
| <a class="external-link" href="https://support.google.com/googleplay/android-developer/answer/6227309"> |
| Store Listing Experiments</a> and read our best practices for |
| <a href="https://developer.android.com/distribute/users/experiments.html"> |
| running successful experiments</a>. For more best practices on growing your business with Google |
| Play, <a class="external-link" href="http://g.co/play/playbook-dac-writtenstudies-evergreen"> |
| get the Playbook for Developers app</a>. |
| </p> |