1 page.title=Two Dots increased installs by 7 percent using Store Listing Experiments 2 page.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. 3 page.tags="developerstory", "games", "googleplay" 4 page.image=images/cards/distribute/stories/two-dots.png 5 page.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
