What the top 50 apps do with IAP that the rest don't - Hemant Madan, Amazon App Store

WHAT THE TOP 50 APPS DO WITH IAP THAT THE REST DON’T

Reach Engage Earn

HEMANT MADANHEAD OF EU, AMAZON APPSTORE

@h_madan hmadan

madan@amazon.lu

Amazon Appstore

TODAY’S AGENDAHow the Top 50 Did

What They Do Differently – Sales

What They Do Differently – Engagement

A Look At Amazon Mobile Ads API

Amazon’s Large and Active Audience

3 Android devices

Fire phone

Kindle Fire

The Appstore supports a large

ecosystem

Customers are 1-Click purchase ready

Available on Android tablets and phones

The only store for Amazon devices

Amazon Appstore reaches FireOS, Android, and Blackberry 10 customers in 236 countries and territories worldwide

Fire TV

BB 10

How the Top 50 apps did

vs. the rest

Cohort Analysis

Group A: Top-50 Grossing

Source: Amazon Appstore, March 2014

Group B: Rest of Freemium

Day 1: Installs

Group A: Top-50 Grossing

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Source: Amazon Appstore, March 2014

Group B: Rest of Freemium

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installed

Day 1: Retention Metrics

Group A: Top-50 Grossing

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Source: Amazon Appstore, March 2014

Group B: Rest of Freemium

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uninstalled

5958

active

33

paying

Day 1: Engagement Metrics

Group A: Top-50 Grossing

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Source: Amazon Appstore, March 2014

Group B: Rest of Freemium

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iiiiiiiiiiiiiiiiiiiiiiiiii

iiiiiiiiiiii1318

uninstalled

5958

active

33

paying

# of sessions / active

session length / active(minutes)

× =

avg. session length(minutes)

6.9

7.4

2.6

2.9

18

21.6

Day 1: Revenue Metrics

Group A: Top-50 Grossing

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Source: Amazon Appstore, March 2014

Group B: Rest of Freemium

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=×

# of items / paying

100%

112%

avg. selling price

100%1

36%

10

0%

154%

ARPPU

1318

uninstalled

5958

active

33

paying

# of sessions / active

session length / active(minutes)

× =

avg. session length(minutes)

6.9

7.4

2.6

2.9 18

21.6

1 Day Later…

Group A: Top-50 Grossing

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Source: Amazon Appstore, March 2014

Group B: Rest of Freemium

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# of sessions / active

session length / active(minutes)

×

avg. session length(minutes)

1725

uninstalled

3437

active

11

paying

=×

# of items / paying

100%

106%

avg. selling price

100%107%

10

0%1

14%

ARPPU

6.7

7.7

3.2

3.5

21.2

27.5=

3 Days Later…

Group A: Top-50 Grossing

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Source: Amazon Appstore, March 2014

Group B: Rest of Freemium

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iiiiiiiiiiiiiiiiii

# of sessions / active

session length / active(minutes)

×

avg. session length(minutes)

1928

uninstalled

1923

active

=×

# of items / paying

100%

107%

avg. selling price

100%122%

10

0%131%

ARPPU

5.9

7.9

2.6

3.2

15

23

=

1 Week Later…

Group A: Top-50 Grossing

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Source: Amazon Appstore, March 2014

Group B: Rest of Freemium

iiiiiiiiiiiiii

iiiiiiiiiiiiiiiiiiii

# of sessions / active

session length / active(minutes)

×

avg. session length(minutes)

2032

uninstalled

1418

active

=×

# of items / paying

100%

102%

avg. selling price

100%1

21%

10

0%1

24%

ARPPU

5.7

7.4

2.6

3.2

15

23=

2 Weeks Later…

Group A: Top-50 Grossing

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Source: Amazon Appstore, March 2014

Group B: Rest of Freemium

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# of sessions / active

session length / active(minutes)

×

avg. session length(minutes)

2134

uninstalled

1014

active

=×

# of items / paying

100%

111%

avg. selling price

100%

108%

10

0%120%

ARPPU

5.7

7.3

2.5

3.1

14.2

22.6=

1 Month Later…

Group A: Top-50 Grossing

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Source: Amazon Appstore, March 2014

Group B: Rest of Freemium

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# of sessions / active

session length / active(minutes)

× =

avg. session length(minutes)

2236

uninstalled

48

active

=×

# of items / paying

10

0%

103%

avg. selling price

100%

128%

10

0%

131%

ARPPU

5.9

7.3

2.4

3.114.1

22.1

Hours Since App Download

IN-APP PURCHASING BY HOUR

Source: Amazon Appstore, March 2014

0 24 48 72 96 120 144 168 192 216 240 264 288

PRICE INCREASES OVER TIME

Days User Owned App

80%

90%

100%

110%

120%

130%

140%

150%

160%

170%

1 4 7 10 13 16 19 22 25 28

Source: Amazon Appstore, March 2014

+60%

average

selling price

WHAT WE LEARNED

The top have higher average price pointsYou can charge more in the right place and time.

Session length and count are importantRetention is not the only important metric.

What the top 50 do differently

-- Sales

THE TOP DEVELOPERS KNOW THE NUMBERS

?

ENGAGE

CUSTOMER

EARLY

MAKE IT

EASY TO

COME BACK

GIVE THEM A

REASON TO

COME BACK

37% of users who will purchase, purchase

on the first day

48% of repeat purchases happen within one

hour of a previous purchase

64% of revenue comes from 3rd order +

74% of revenue occurs after first 7 days

56% of revenue occurs after first 30 days

Apps with tutorials that introduce IAP

items

HAVE A 2.5x HIGHER

CONVERSION RATESource: Amazon Appstore, July 2013

Apps showing users how to “consume”

GET MORE REPEAT

ORDERSGames that providing a post-purchasing tutorial

generated 65% more repeat orders than the

market average.

Source: Amazon Appstore, March 2014

Games with bigger selection

RECEIVE MORE

ORDERS PER

CUSTOMERDevelopers that add new items regularly are able to

re-engage their paying customers. 1.14% of the

customers generate 30% of sales.

Source: Amazon Appstore, March 2014

69%

100%

145%

1-5 Items 6-10Items

11-15Items

ARPPU by # of IAP items for sale

Conversion Rate

INDEX: Average = 100%

Don’t confuse your customer

OFFER VARIETY,

BUT NOT TOO MUCH

Source: Amazon Appstore, March 2014

147%

101%

52%

0%

50%

100%

150%

200%

1-5PricePoints

6-10PricePoints

11-15PricePoints

To sell more IAP items,

BE CLEAR

ABOUT VALUEMake it obvious what the

benefit is for buying different

price items. Confused

customers don’t buy anything.

Most of us have too much

CONCENTRATION ON LOW PRICES

Total Marketplace: Assortment by Price Point

Source: Amazon Appstore, March 2014

31%29%

7%

12% 11%

5%3%

1%

14%11%

6%3%

16% 16%

11%9%

0%

10%

20%

30%

40%

0.99 1.99 2.99 4.99 9.99 19.99 49.99 99.99

% of Assortment % of Sales

We find that the

TOP GAMES ARE MORE BALANCED

Source: Amazon Appstore, March 2014

Top 50 Apps: Assortment by Price Point

28%

15%

10%13%

11% 9% 9%5%

32%

19%

7%4%

10%12%

5% 4%

0%

10%

20%

30%

40%

0.99 1.99 2.99 4.99 9.99 19.99 49.99 99.99

% of Assortment % of Sales

WHAT WE LEARNED

Games with bigger selection

RECEIVE MORE ORDERS

Tutorials that introduce in-app items

HAVE HIGHER CONVERSION

Showing users how to “consume”

GETS REPEAT ORDERS

Treating in-app items like a catalogue

MAKES IT EASY TO SHOP AND

DIFFERENTIATE OFFERS

1.14%

of paying customers generate

30% of sales

What the top 50 do differently

-- Engagement

REDUCE BARRIERS TO FREQUENT USE

Tuning Game Difficulty

WILL ENCOURAGE

LONGER SESSIONSToo hard, and users will abandon. Too

easy, and they can get bored. Just right,

and it becomes addictive!

Adopting Social

CAN CREATE BUZZ

AND KEEP USERS

ENGAGEDThis will result in more friend-to-friend marketing

as players share their achievements and ranks.

Players will also compete with friends and leaders

and stay engaged.

Leaderboards and

Achievements are

THE MINIMUM BAR

FOR SOCIAL

ENGAGEMENT

Design IAP into the

fabric of your game

MAKE IT

EASY TO BUYOffering ways to buy your IAP

items when they are needed

will increase conversion.

Apps that made it easy to shop

INCREASED REVENUE 75% (ARPPU)Source: Amazon Appstore, March 2014

To be in control,

HAVE A

LOT OF

LEVERSUse A|B Testing to

fine-tune everything

from game difficulty to

IAP menu choices.

Market your app to all customers

BE IN ALL THE STORES

If you’ve invested in building an Android app, sell it everywhere.

WHAT WE LEARNED

Add social and tweak game difficulty to

INCREASE TIME AND COUNT OF

SESSIONS

Cater to your best and longest customers with clear value

DIFFERENTIATE YOUR IAP CATALOG

Give yourself control of your game in the wild

IMPLEMENT A|B TESTING

A look at Amazon Mobile Ads

API

Amazon Mobile Ad Network

• Maximize earning potential with great eCPM

• Get paid on ad impressions

• Cross-platform solution

• Highly-relevant ads

• Multiple ad formats

• Easy integration & actionable reporting

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