Ecommerce & Gaming: Subscription based digital products

Overview

A digital app based monthly subscription product for gaming. Two angles, one being subscription marketing for gaming subscription pack and another being, scaling individual gaming apps across different marketers through app campaigns in Google, Meta, AppLovin, Apple Search Ads and more.

The Challenge

There was sufficient traffic coming from both organic and paid but the majority of traffic was bouncing off without completing the add to cart or purchase events. There were very low free trials and a high churn rate from app subscription products From paid traffic the conversions were incredibly low. They needed strategies and actions to increase purchases and trials and decrease churn rate to retain the purchasers. There was lack of attribution and it was not clear where the conversions were coming from. As for the individual gaming apps that needed scale, growth was almost stagnant, almost flattening.

What I did

For the subscription based product, I started with a full audit of performance marketing channels. that included assessing the product page, checkout pages and landing pages.Then there was a full audit of website conversion tracking, ad events tracking and check of attribution windows. I helped in implementing several changes to improve conversion rates and reduce drop-off rates.

After that, launched a campaign in Paid Social and Paid Search. I was involved in partnering with UGC creators and we launched a lot of UGC ads with a strong optimization and scaling strategy that helped in showing early scaling results and picked up the pace.

As for ownership of other several, individual gaming apps, I managed high-spend budgets, with 5-figure monthly budgets, scaling in Google app campaigns, Apple search ads, Unity and AppLovin ads. I was scaling on both, in-app campaigns and in-app events campaign optimization types, I helped expand and scale all Tier 1, Tier 2 and Tier 3 countries.