DATA-DRIVEN CONVERSION OPTIMIZATIONAninsightintothedata-drivenapproachofintensiveoptimizationoflandingpagesatInnoGames.

[PHP-UsergroupHamburg,Dec.6th2015]

MYSELF

JostKünzelTeamLeadSoftwareDeveloperCorporateSystems/ConversionTeamSince6y@InnoGames

Youarewelcometohaveachatwithme:)

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Essentials

TheCycle

LandingPages,Visitors,Events

Events,BusinessIntelligence

Decisions,A/BTests,LandingPages

1 ESSENTIALS

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⬢ Games Currently6browsergames

⬢ Markets~30e.g.fr,ar,pl,de,us,..

⬢ Marketing PartnersBringtraffictoourlandingpages ~250e.g.goo,msn,psg,..

GAMES, MARKETS, PARTNERS

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⬢ Conversion„istheactorprocessofchangingfromoneform,state,etc.,toanother“(http://www.merriam-webster.com/dictionary/conversion)

⬢ Avisitorsignsupforagame⬢ Aplayermakesapayment⬢ Aplayerlogsinasecondtime

CONVERSION / CONVERSION RATE

Visitor Playersignsup

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CONVERSION / CONVERSION RATE

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⬢ ConversionRateOptimization=CRO

⬢ InthistalkwefocusonA/B testing of landingpages designs, graphics, wordings, UI tweaks, functionality

⬢ Notinscope⬢ Pagesspeedoptimization⬢ Multivariatetesting⬢ Devicematching⬢ Targeting

CONVERSION OPTIMIZATION

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⬢ Evidencebaseddecisionmaking⬢ Collecteddata is evidence⬢ Decisions:whatpageisbestforconversionrate⬢ Testing,butnotrelyingon

⬢ Intuition⬢ Personalexperience⬢ Belief⬢ „BestPractices“

DATA-DRIVEN

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ARCHITECTURE

GaleraReplication

ARCHITECTURE

delivery delivery delivery

mysql mysql mysql adminmysql

mysqlapi mysqlmysqlapiapi

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CDN

2 THE CYCLE

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Landing Pages

EventstriggerVisitorsvisitedby

Decisionsbasisfor A/B TestscontrolBusiness

Intelligence

areloadedinto

delivervariantsof

THE CYCLE

3 LANDING PAGES, VISITORS, EVENTS

Landing Pages

EventstriggerVisitorsvisitedby

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$ curl -v https://lps-pixel.innogames.de/t.gif

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$ curl -v https://lps-pixel.innogames.de/t.gif … > GET /t.gif HTTP/1.1 > Host: lps-pixel.innogames.de > User-Agent: curl/7.43.0 > Accept: */* > < HTTP/1.1 200 OK < Server: nginx/1.6.2 < Date: Sat, 07 Dec 2015 20:17:27 GMT < Content-Type: image/gif < Content-Length: 43 < Last-Modified: Mon, 28 Sep 1970 06:00:00 GMT < Connection: keep-alive < * Connection #0 to host lps-pixel.innogames.de left intact GIF89a⊠⊠⊠⊠!⊠,L;%

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server {

access_log /www/lps-tracking/access.log tracking_json;

location ~* ^/t.gif$ { empty_gif; }

}

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{ "connection": "1675278", "forwarder": "-", "http_referrer": "https://om.elvenar.com/ox/fr/?ref=adm_fr_fr&pid=466721&external_param=S0008066&ce_cid=21.swb0T1sHT1rXS1qiC2a1A2MgY000.", "remote_address": "77.196.246.14", "request": "GET /t.gif?data=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 HTTP/1.1", "request_length": "1890", "request_time": "0.000", "status": "200", "time": "1448743157.264", "time_iso": "2015-11-28T20:39:17+00:00", "user_agent": "Mozilla/5.0 (Windows NT 6.0) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/46.0.2490.86 Safari/537.36" }

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{ "category": "lps", "context": { "bid": null, "campaign_id": "adm_fr_fr", "cid": null, "fingerprint": 1398117583, "game_id": "ox", "landing_page_id": "m308a", "market_id": "fr", "partner_prefix": "adm", "pid": "466721", "timezone": -1, "visitor_id": "06afd20d-c165-4178-8d2d-1b41ba1ba27c" }, "created_at": "2015-11-28T20:39:16.237Z", "data": { "duration": 5580.995000000001 }, "id": "9f256d91-7c00-4980-9508-603de3208bc2", "name": "page-unload", "version": "0.0.1" }

4 EVENTS, BUSINESS INTELLIGENCE

Events Business Intelligenceareloadedinto

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⬢ Itisaboutunderstandinghowbusinessisrunning⬢ Largeamountsofrawbusiness datafromdisparate systemslike

⬢ players⬢ payments⬢ events

⬢ Combineddata,giveitmeaning⟶data warehouse⬢ Toolstomakeinterpretationpossible⬢ Ontop:MicrosoftExcel

BUSINESS INTELLIGENCE

⬢ postrotatemovesaccesslogsintoHadoopspace⬢ BI

⬢ loadsincrementaldatadailyfromHadoop(HIVEquery)⬢ combinesotherdatafromBIdatawarehousee.g.paymenthistory⬢ buildsthe„ConversionCube“

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ACCESS LOGS – EXCEL

Hadoop SQL ServerLoadbyAccess Log logrotate.d ODBC

⬢ Dimensions ⬢ Date⬢ Game/Market⬢ Campaign⬢ ViewPort⬢ andother

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CUBE

⬢ Measures ⬢ ConversionRate⬢ Visitors:uniquepage

views,returningvisitors⬢ Logins⬢ LiveTimeValue⬢ Revenue⬢ andother

5 DECISIONS, A/B TESTS, LANDING PAGES

Landing Pages

Decisions A/B Testscontrol delivervariantsof

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⬢ CROManagers,ProductMarketingManagers,Artists,FrontendDevelopers

⬢ Everyonecanpresenthypothesis⬢ Ratingandvoting⟶Priority

„I believe the ‚play‘ button in green would motivate the visitors more, because the color green is perceived in a more positive way“

CONVERSION BOARD

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EXAMPLE - „BATTLE SCENE VIDEO“

VS

https://om.tribalwars2.com/tw2/de?ref=igfm1https://om.tribalwars2.com/tw2/de

A full screen background video is a strong medium to grab a user's attention and increase the engagement of him because he will take a longer look at the page. At the same time the "aggressive" battle scene shown in the video will appeal to the "fighter/killer" gamer. The risen engagement as well as the appealing character/story of the video will lead to higher registration rates.

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CONVERSION RATE

8,2%

8,4%

8,6%

8,8%

9%

9,2%

9,4%

Fr.27.11.

Sa.28.11.

So.29.11.

Mo.30.11.

Di.01.12.

Mi.02.12.

Do.03.12.

Fr.04.12.

Sa.05.12.

So.06.12.

Control Variant

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ACTIVE PLAYER RATE

12%

12,5%

13%

13,5%

14%

14,5%

15%

Fr.27.11.

Sa.28.11.

So.29.11.

Mo.30.11.

Di.01.12.

Mi.02.12.

Do.03.12.

Fr.04.12.

Sa.05.12.

So.06.12.

Control Variant

QUESTIONS ? / THANK YOU #