docs/html/distribute/stories/games/two-dots.jd

page.title=Two Dots increased installs by 7 percent using Store Listing Experiments
page.metaDescription=Two Dots, the sequel to the popular game Dots, is a free-to-play puzzle game launched by Playdots, Inc. Playdots decided to use Store Listing Experiments to see if adding a call to action in the games’ store listing short descriptions had an impact on installs.
page.tags="developerstory", "games", "googleplay"
page.image=images/cards/distribute/stories/two-dots.png
page.timestamp=1456431511

@jd:body


<h3>Background</h3>

<div class="figure" style="width:113px">
  <img src="{@docRoot}images/distribute/stories/two-dots-icon.png"
  height="113" />
</div>

<p>
  <a class="external-link"
  href="https://play.google.com/store/apps/details?id=com.weplaydots.twodotsandroid&hl=en">
  Two Dots</a>, the sequel to the popular game
  <a class="external-link"
  href="https://play.google.com/store/apps/details?id=com.nerdyoctopus.gamedots&hl=en">
  Dots</a>, is a free-to-play puzzle game launched by Playdots, Inc. in May
  2014. Since launch it has gained over 30 million downloads, seen over five
  billion games played, and achieved 15 times the revenue of the original Dots
  game within a year. Dots decided to use
  <a class="external-link"
  href="https://support.google.com/googleplay/android-developer/answer/6227309">
  Store Listing Experiments</a> to see if adding a call to action in the games'
  store listing short descriptions had an impact on installs.

</p>

<h3>What they did</h3>

<p>
  Dots used localized store listing experiments in the Google Play Developer
  Console to test both games’ short descriptions. They compared the games’
  current descriptions — the control, with no call to action — against variant
  descriptions, targeting half of their traffic with the variant descriptions.
</p>

<h3>Results</h3>

<p>
  The results showed that the addition of a call to action in the short
  description had a positive impact on installs.
</p>


  <img
   src="{@docRoot}images/distribute/stories/two-dots-screenshot.png"
   srcset=
  "{@docRoot}images/distribute/stories/two-dots-screenshot.png 1x
  {@docRoot}images/distribute/stories/two-dots-screenshot_2x.png 2x">
  <p class="img-caption">
    Beautifully designed achievements badges encourage unlock
  </p>


<p>
  In Dots, the conversion rate increased by 2 percent with a simple call to
  action in the variant text. In Two Dots, where a call to action was combined
  with messaging that the game is the “best puzzle game on Android”, conversion
  rates increased by 7 percent compared to the control description.
</p>

<h3>Get started</h3>

<p>
  Learn how to run
  <a clas="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>.
</p>