Can payment systems increase conversion? Representatives of the Paymentwall payment platform claim that yes.
How?
The answer, in fact, lies on the surface. “If the payment interface is designed in the style of a game and the player does not have to interrupt the gameplay to make a payment, this in itself increases the likelihood of a purchase,” says Vladimir Kovalev, CTO of the company.
Vladimir Kovalev
According to him, two more points that facilitate payments and increase conversion are “the availability of prices in local currency and local payment options.
When a player sees familiar payment methods, he makes a purchase easier and faster.”
And here the disadvantage of the world’s main mobile stores (we are talking, of course, about the App Store and Google Play), where the way is ordered to third—party payment systems, is that it is not possible to increase the conversion at the payment stage for historical and legal reasons.
Plus, “both systems include a limited number of payment options – mainly credit cards. They almost lack user-friendly local payment methods that are provided by other payment platforms,” Vladimir notes.
It is clear that third-party stores are unlikely to become the main monetization channels in the near future, but they are certainly able to help those game developers who want to go beyond the App Store and Google Play.
By the way, according to the company, the average payment from a mobile game outside the App Store and Google Play ranges from $5-$15. Although, it is clear that a lot depends on a number of variables, including the genre.
When asked what should be done by those companies that want to increase conversion, Vladimir gave App2Top.ru detailed response:
To increase conversion, it is necessary, first of all, to understand that the success of monetization is a joint strategy of the payment platform (if we are talking about working outside the App Store and Google Play) and the game developer.
The release of add-ons/extended versions, new and premium in-game items, as well as premium content will help increase the average payment. Convenient one-click/ click payments should be added here so that the player does not get distracted from the gameplay and gets full pleasure from the game.
You can also increase the conversion rate by monetizing those players who did not make payments. For example, they can be offered a breakdown of the subscription to the game (if such a monetization model is used), a discount or promo, and also enable the option of microtransactions – the ability to make multiple payments of no more than $ 10.
Of course, everyone wants a magic tool that motivates players to pay more. Maintain competition in the game, develop promo campaigns and loyalty programs, use a discount system for those who pay more and coupons to attract new users. Please players with local and seasonal offers, for example, Chinese users with an offer on Chinese New Year’s Eve, or Americans with a special promo for Black Friday. For users who play the game and do not make payments, you can use in-game advertising and special offers.
To begin with, we recommend thinking carefully about what result you want to achieve. Then, when you have a plan, you need to choose a monetization scheme or find advertisers who will give you the opportunity to develop your game.