Merge "Docs: Developer written case studies batch 3 (proj 31)" into nyc-dev

page.title=drupe Launches Android First and Finds Global Success with Beta Testing

page.metaDescription=Drupe uses beta testing to increase its global reach.

page.tags="developerstory", "apps", "googleplay"

page.image=images/cards/distribute/stories/drupe.jpg

page.timestamp=1468901832

@jd:body

<div class="figure">

  <img src="{@docRoot}images/distribute/stories/drupe-icon.png" />

</div>

<h3>

  Background

</h3>

<p>

  In 2015, <a class="external-link" href=

  "https://play.google.com/store/apps/dev?id=8486231504544197967">

  drupe mobile</a>, founded by Assaf Ziv and Barak Witkowski, launched the

  <a class="external-link" href=

  "https://play.google.com/store/apps/details?id=mobi.drupe.app">drupe app</a>

  on Android first. With a unique, people-first approach, their communications

  app is focused on reinventing the way people use their phone to do basic

  actions. By constantly improving and expanding their cross-app

  functionality, the app is used globally and was recently awarded Google

  Play’s Editor’s Choice recognition.

</p>

<h3>

  What they did

</h3>

<dl>

  <dt><strong>Android openness</strong></dt>

  <dd>From the start, drupe knew Android was their ideal mobile platform.

  <em>"Thanks to the openness of the system, we can build a truly native

  experience on Android. The real way to supply a people-centric experience

  requires such an openness, not always existing on other platforms,"</em>

  said Barak Witkowski, co-founder and CEO of drupe. Key to their innovative

  approach, drupe uses the current context of the user to show them the

  right contacts and actions to optimize the drupe experience.</dd>

<div class="figure">

  <img src="{@docRoot}images/distribute/stories/drupe-screenshot.png">

</div>

  <dt><strong>Beta testing</strong></dt>

  <dd>They have a large community of 20,000 <em>druper</em> beta users on

  Android, which has been critical to their success. To minimize risk and seek

  feedback from valued users, the team built beta testing into their regular

  development process. By having a dialogue with users worldwide, they are able

  to gauge interest in new app versions, collect feature requests, and more.

  This has helped the team achieve a 99.7% crash-free user ratio, as well

  as verify new versions in real-life scenarios, on various devices, before

  full launch.</dd>

  <dt><strong>Going global</strong></dt>

  <dd>With initial focus on building a high quality app, drupe then set out

  to take advantage of Android’s global scale. Key to their international

  growth, the app is now translated in 17 languages, and the store listing

  page is available in 28 languages. This led to an increase in conversion

  and retention rates. Additionally, when entering India, the team noticed

  several user reviews requesting integration with a specific messaging app

  widely used in the Indian market. Through a combination of this integration,

  adding Hindi language translation, and other new features, drupe saw improved

  performance. In six months, <strong>daily active users increased 300%, and

  actions per average daily user increased 25% in the Indian

  market</strong>.</dd>

</dl>

<h3>

  Results

</h3>

<p>

  Drupe’s focus on innovation and building a truly contextual and intuitive

  app proved to be a model of success for attaining growth in both engagement

  and new global reach. The team has continued to increase its relevance

  through feedback loops and feature adoptions. <strong>This has led to 700%

  growth in daily active users, and 550% growth in number of interactions

  triggered via drupe</strong> in the past six months. The team is focused on

  enhancing their recommendation engine to add even more contextual abilities

  for their users while continuing to grow a successful business on Google

  Play.

</p>

<h3>

  Get started

</h3>

<p>

  Learn more about

  <a href="{@docRoot}distribute/engage/beta.html">beta testing</a>

  and find out how to

  <a href="{@docRoot}distribute/tools/localization-checklist.html">

  localize your app</a> to create a high-quality experience for global users.

</p>

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page.title=Noom Grows International Revenue by 80% Through Localization on Google Play

page.metaDescription=Noom increases revenue by localizing their app.

page.tags="developerstory", "apps", "googleplay"

page.image=images/cards/distribute/stories/noom.jpg

page.timestamp=1468901832

@jd:body

<div class="figure">

  <img src="{@docRoot}images/distribute/stories/noom-icon.png" />

</div>

<h3>

  Background

</h3>

<p>

  With a mission to help people live healthier lives,

  <a class="external-link" href=

  "https://play.google.com/store/apps/developer?id=Noom+Inc.">Noom</a> guides

  their users through behavior change programs to create lifestyle habits and

  target global health challenges. Available initially on Google Play,

  Android first and Noom have achieved success expanding to international

  markets, taking advantage of the broad reach of Android.

</p>

<h3>

  What they did

</h3>

<p>

  Launching first in the US, Noom created a series of programs tailored to

  their users’ specific <a class="external-link" href=

  "https://play.google.com/store/apps/details?id=com.wsl.noom">

  health goals</a>. Key to their approach is offering a holistic solution,

  including simple personalized tasks, progress tracking, meal feedback, and

  support from both personal coaches and peers. The team has a strategic

  approach to expanding their user base globally. Noom localized their app to

  better connect with users in the following areas:

</p>

<ul>

  <li><strong>Localized product</strong>

    <ul style="list-style: none;">

    <li>In addition to translating their app to five languages and their store

      listing page to 11 languages, Noom conducted extensive analysis to

      determine the right financial model tailored to each international

      market. This included evaluation of their competitive landscape and

      local health and wellness spending behavior, in addition to running

      pricing experiments to determine the optimal offering between

      subscriptions, IAPs, or a premium app.</li>

    </ul>

  </li>

  <li><strong>Localized cuisines</strong>

    <ul style="list-style: none;">

    <li>When Noom started researching the Korean, Japanese, German, and Latin

      American markets, they immediately focused on localizing their food

      database. Using a combination of local food editors, existing food

      databases, and user suggestions, their app now includes local cuisine

      and popular packaged food brands, offering a simpler and more

      comprehensive experience for users.</li>

    </ul>

  </li>

  <li><strong>Localized coaches</strong>

    <ul style="list-style: none;">

    <li>Hiring local coaches not only removed language barriers, but also

      reduced response times as they are located within the same time zone

      as their users. Using various notification types, Noom has increased

      user engagement by three to four times.</li>

    </ul>

  </li>

</ul>

<img src="{@docRoot}images/distribute/stories/noom-screenshot.png">

  <p class="img-caption">

  <strong>Figure 1.</strong> German Play Store listing page, Korean recipes,

  and Japanese meal plan

  </p>

<h3>

  Results

</h3>

<p>

  <em>"Android's global focus and great localization tooling made the decision

  to go global much easier. Localization to new markets has been a consistent

  growth driver at Noom,"</em> said Artem Petakov, co-founder and President

  at Noom.

</p>

<p>

  Over the last three years, Noom’s localization efforts led to an <strong>80%

  increase in international revenue growth on Android</strong>. In Japan

  alone, <strong>revenue increased more than 480%</strong> during the same

  time period. To identify future expansion opportunities, the team looks

  towards countries with strong Android penetration and install growth

  using the English product and plans to apply their localization methods to

  achieve even greater success.

</p>

<h3>

  Get started

</h3>

<p>

  Learn more about <a class="external-link" href=

  "https://material.google.com/patterns/notifications.html">Notifications</a>,

  and find out about

  <a href="{@docRoot}distribute/tools/localization-checklist.html">

  app localization</a> and how to

  <a href="{@docRoot}distribute/users/expand-to-new-markets.html">

  Expand Into New Markets</a>.

</p>

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page.title=Playlab Increases Juice Cubes Conversions by 25% with Store Listing Experiments

page.metaDescription=Playlab uses store listing experiments to refresh their Juice Cubes icon.

page.tags="developerstory", "apps", "googleplay"

page.image=images/cards/distribute/stories/playlab.jpg

page.timestamp=1468901832

@jd:body

<div class="figure">

  <img src="{@docRoot}images/distribute/stories/playlab-icon.png" />

</div>

<h3>

  Background

</h3>

<p>

  <a class="external-link" href=

  "https://play.google.com/store/apps/dev?id=9190927840679184784&e=-EnableAppDetailsPageRedesign">

  Playlab</a> is a game developer and publisher based in Hong Kong, with

  production studios in Bangkok and Manila. Playlab apps include

  <a class="external-link" href=

  "https://play.google.com/store/apps/details?id=ppl.unity.JuiceCubesBeta">

  Juice Cubes</a>, <a class="external-link" href=

  "https://play.google.com/store/apps/details?id=ppl.unity.junglecubes">

  Jungle Cubes</a>, and <a class="external-link" href=

  "https://play.google.com/store/apps/details?id=ppl.cocos2dx.ranchrun&hl=en">

  Ranch Run</a>.

  Released in 2013, <a class="external-link" href=

  "https://play.google.com/store/apps/details?id=ppl.unity.JuiceCubesBeta">

  Juice Cubes</a> is a strategy puzzle game with over 25 million downloads

  worldwide and over 100,000 five-star reviews on Google Play. The game has

  gained success in Southeast Asian markets such as Indonesia and Thailand,

  and in Western markets such as the US, Australia, the UK, and Canada.

</p>

<h3>

  What they did

</h3>

<p>

  As part of Juice Cubes’ content update in April 2016, Playlab decided to

  refresh its Play Store icon and test whether different icons could increase

  their conversion rate.

</p>

<p>

  Playlab used the <em>Store Listing Experiments</em> feature on the Google

  Play Developer Console to test three variations of their new game icon.

</p>

<h3>

  Results

</h3>

<p>

  Within three days of running the store listing experiment, Playlab saw

  positive results which led them to make an informed decision to change the

  current icon to the best-performing version. Variant C outperformed the

  initial control icon and the two other variants, with a <strong>25% increase

  in installs</strong>. One month after applying the best-performing icon,

  Juice Cubes continued to see a 25% increase in the number of conversions

  from store visitors who made organic installs.

</p>

<img src="{@docRoot}images/distribute/stories/playlab-screenshot.png">

<p>

  <em>"Google Play Store Listing Experiments offer a fast, easy, and free way

  to do A/B testing on an icon. The data provided after each test helped us

  to make a decision really quickly. The best part is the team no longer needs

  so many resources to decide which icon to use because we can let the

  users decide."</em> said Jakob Lykkegaard, CEO and co-founder of Playlab.

</p>

<h3>

  Get started

</h3>

<p>

  Learn how to use <a class="external-link" href=

  "https://support.google.com/googleplay/android-developer/answer/6227309">

  A/B testing</a> and find out more about how to run

  <a href="{@docRoot}distribute/users/experiments.html">

  store listing experiments</a> on Google Play.

</p>

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