1page.title=Two Dots increased installs by 7 percent using Store Listing Experiments
2page.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.
3page.tags="developerstory", "games", "googleplay"
4page.image=images/cards/distribute/stories/two-dots.png
5page.timestamp=1456431511
6
7@jd:body
8
9
10<h3>Background</h3>
11
12<div class="figure" style="width:113px">
13  <img src="{@docRoot}images/distribute/stories/two-dots-icon.png"
14  height="113" />
15</div>
16
17<p>
18  <a class="external-link"
19  href="https://play.google.com/store/apps/details?id=com.weplaydots.twodotsandroid&hl=en">
20  Two Dots</a>, the sequel to the popular game
21  <a class="external-link"
22  href="https://play.google.com/store/apps/details?id=com.nerdyoctopus.gamedots&hl=en">
23  Dots</a>, is a free-to-play puzzle game launched by Playdots, Inc. in May
24  2014. Since launch it has gained over 30 million downloads, seen over five
25  billion games played, and achieved 15 times the revenue of the original Dots
26  game within a year. Dots decided to use
27  <a class="external-link"
28  href="https://support.google.com/googleplay/android-developer/answer/6227309">
29  Store Listing Experiments</a> to see if adding a call to action in the games'
30  store listing short descriptions had an impact on installs.
31
32</p>
33
34<h3>What they did</h3>
35
36<p>
37  Dots used localized store listing experiments in the Google Play Developer
38  Console to test both games’ short descriptions. They compared the games’
39  current descriptions — the control, with no call to action — against variant
40  descriptions, targeting half of their traffic with the variant descriptions.
41</p>
42
43<h3>Results</h3>
44
45<p>
46  The results showed that the addition of a call to action in the short
47  description had a positive impact on installs.
48</p>
49
50
51  <img
52   src="{@docRoot}images/distribute/stories/two-dots-screenshot.png"
53   srcset=
54  "{@docRoot}images/distribute/stories/two-dots-screenshot.png 1x
55  {@docRoot}images/distribute/stories/two-dots-screenshot_2x.png 2x">
56  <p class="img-caption">
57    Beautifully designed achievements badges encourage unlock
58  </p>
59
60
61<p>
62  In Dots, the conversion rate increased by 2 percent with a simple call to
63  action in the variant text. In Two Dots, where a call to action was combined
64  with messaging that the game is the “best puzzle game on Android”, conversion
65  rates increased by 7 percent compared to the control description.
66</p>
67
68<h3>Get started</h3>
69
70<p>
71  Learn how to run
72  <a clas="external-link"
73  href="https://support.google.com/googleplay/android-developer/answer/6227309">
74  Store Listing Experiments</a> and read our best practices for
75  <a href="https://developer.android.com/distribute/users/experiments.html">
76  running successful experiments</a>.
77</p>
78