https://docs.google.com/file/d/1zL0umyk75_TBXbBebyDcTkt9ePvjD2Ki/preview

Value Prop

The Steam digital distribution market is flooded with hundreds if not thousands of indie games every year. What makes Wayward Terran stand out?

● Customizable ships (and everything else)○ Gather, trade, and loot the resources you need to build a spaceship to your exact

specifications.● Infinitely large open game world

○ Procedurally generated, goes on forever● Dark, sarcastic sense of humor

○ Guided by One, a sentient AI that has nothing better to do than to toy and manipulate you out of sheer boredom

○ First 10 minutes of the game, AI deliberately misleads you into blowing your ship up by flying into an asteroid, then mocks you for your stupidity

Google Analytics Traffic Data (US) - Three Weeks leading up to Sale

AVERAGE TRAFFIC-TO-SALES CONVERSION RATE: 2.24%

Persona #1: Meet GeorgeNeeds and Goals

● I want a game that will challenge me

● I want a game that will reward me for the time I spent with it

Challenges

● Distrustful of game’s media.

● Values money. Hates microtransactions.

● Limited free time

Behaviors

● Detail Oriented● Autistic hyperfocus● Heavy social media

user, uses twitter and reddit

Games

● Frostpunk● Star Citizen● Stellaris● Eve Online● Space

Engineers

“GLORIOUS PC MASTER RACE”

Persona #2: Meet DanNeeds and Goals

● I play games to enrich my life and broaden my worldview

● I'm excited about the potential of games for storytelling

Challenges

● Likes to learn about games by word of mouth

● Responds to games that provide something new

Behaviors

● More diverse set of hobbies than George

Games

● FTL: Faster Than Light

● Rogue LEgacy

● FezLimbo

● Bastion

“GAMES ARE ART”

Other demographic similarities

● Single men between the ages of 18-34

● Reside in the United States● College educated● Work in fields like:

○ Production○ Administrative Services○ Sales○ IT and Technical Services

Main Objective

Determine viability of three different channels to drive sales and awareness of Wayward Terran

Tactic 1: Facebook advertising

Tactic 1: Social Media Ads Tactic 2: Influencer Outreach

Tactic 3: SEO Changes

Tactic 1: Social Media Advertising

Tactic 1: Social Media Advertising

Objective:1) Determine the viability of paid Facebook ads over two weeks with a $40 daily budget

2) Find audience for WT: Games Are Art Dan or PC Master Race George, and what creative works best

3) Set benchmark metrics for a paid social media campaign

Main KPIs:● Maintain a conversion rate (Add to

Cart/Wishlist) of 0.25% (Gamasutra)

Secondary KPIs: CTR. Are people clicking on the ads?CPC: How much can I reasonably expect to pay for people to click on themConversion rate for landing pages: Keep at 10%

CPM Bidding, optimize for clicksTop OF Funnel Targeting

The Ads

Landing Pages

USER FLOW

See the Ad on

Facebook

Do I click?

Landing Page A(Without Lightboxes)

Landing Page B(With LIghtboxes)

Do I click?

Steam Store Page

ADD TO CART

ADD TO WISHLIST

7.23% We more than doubled our conversion rate in the first weekend of

the sale aloneCTR: 2.941%; CPC: $0.295

Net sales: $503.72

Top of Funnel Targeting: 6/22 to 7/4CTR:2.291%CPC: $0.339Units sold: 79Net sales: $1421.21

Audience:PC Master race won slightly, but not stat sig.

PC Master Race:CTR: 2.190%; CPC: $0.321

Games Are Art: CTR: 2.234%; CPC: $0.328

Ad spend: $361.28Net Sales: $1421.21 (79 units * $17.99)

ROI = 74.26%

Conversion Targeting

Lets see what

happens when we go

deeper...

KPIs:Conversion rate:12 units / 148 = 8.1%

CTR: 1.54%CPC: $1.20

CPA for PC Master Race: $2.87CPA for Games Are Art: $2.63

PC Master Race did not fire the pixel.

Games Are Art CPR: $7.89

Conclusions and recommendations→ Relaunch the campaign with CPC bidding in US and Eastern Europe during non-sales period

→ Rotate ads and copy

→ Do a conversion targeting campaign after WTF has built up more of a following

→ Try Conversion targeting for Games Are Art crowd

Tactic 2: Influencer Outreach

Tactic 2: Influencer Outreach

Find people on the internet who Games Are Art Dan and PC Master Race George trust, and get them to say nice things about us

Objective: Reach out to 50 youtubers with gaming channels over two weeks

Main KPIs: Response Rate percentageSteam Key Activation

Potential Influencers

OverEnglishMan

● Reviews games like FTL: Faster than Light, XCOM 2: Enemy Within, Shovel Knight.

● Does reviews in a victorian English accent

● 27,016 subs

Pushing Up Roses

● Former contributor for Channel Awesome

● Known for her reviews of retro PC games

● Also has reviewed Stardew Valley, Grim Fandango, Monkey Island

● 110,330 subs

Elementalfact0r

● Mostly focuses on Terraria

● Has a playlist dedicated to indie games

● 61,490 subs

Some things we can do in return

● Free copy of the game (Steam key)

● Access to content update● Content Curation:

○ Broadcast their content, and tell our social media following to subscribe to their channels

Tactic 3: SEO strategy

● Most of the people looking at the game find it through organic searches (9%)

● Site looks great but is poorly optimized. Takes too long to load

● Misses small but crucial data that web crawlers use to index web pages

● Some pages are defunct. Forum page shuttered due to russian bot infestation

Recommendations - Get the website traffic-ready

1. Revamp the website on a different platform with a built-in SEO infrastructure

2. Add in missing SEO data using keywords like:

-”indie games 2018”

-”space rpg games for pc”

-”open world space game pc”

3. Install and SSL certificate and register an XML sitemap with Google Webmaster

4. Remove inline CSS, alt-tags for all the images

Recommended Changes

Before After Changes

Title Tags

Before: <title> Wayward Terran Frontier</title>

After: <title>Wayward Terran Frontier: indie space rpg game on steam</title>

Changes: New title tag needs to have keywords, fewer than 70 characters

Recommended Changes

Before After Changes

Meta Description

Before: <meta property="og:description" content="Homepage for the game Wayward Terran Frontier" />

After: <meta name="description" content="Wayward Terran Frontier is an indie game on steam early access. It's an open world space rpg game for pc. Find out more here on our site and on Steam."/>

Change: Previous meta description didnt have keywords. The new one includes keywords, and is fewer that 160 characters (150)

Recommended Changes

Before After Changes

Heading Tags

Before: None After: <h1>Wayward Terran Frontier. Play now on Steam.</h1>

<h2>A nerdy little indie space game where you fly around the universe blowing up spaceships with missiles and get harassed by a sentient AI with nothing better to do but torment you.</h2>

Another box we can check off is header tags, which are missing from the original website

Thank you!And remember:

Fly Into the Void

Try not to Die

Die a Lot