作者：Ralph Dangelmaier

随着免费游戏和免费模式的持续热门，游戏开发者必须更加重视游戏商店的消费体验。但是，大部分游戏开发者不是商业专家。我发现许多开发者并没有清楚地意识到购物过程中的障碍、缺少促销活动或整体购物体验恶劣其实会侵食他们的收益。当玩家在购买虚拟产品的过程中受挫，玩家要么干脆永远离开游戏，要么不花钱免费玩，再也不想购买那个0.99美元的特殊武器或升级。

因此，游戏公司应该考虑从更加“传统的”在线商业中取经，运用一些基本的电子商务实践来改进在玩家的购物体验，从而提高免费玩家到付费玩家转化率。

在我详细介绍这些最佳实践以前，我想提一下Baymard研究所的调查。他们发现，平均67%的在线消费者半途丢下购物车，导致许多电商损失收益。然而，在排名前100的电商网站中，也包括了Crate & Barrel、Symantec、Cabela’s、American Eagle Outfitters、Sears、微软和GameStop等：

e-commerce-website-template(from puzl.com)

1、在这些网站中，从“购物车”到“订单确认”，平均有5.08个检查步骤。

2、76%的网站提供“顾客结账”选项，但并没有要求登录以下单。

3、50%的网站对相同的信息提出不止一次的确认请求。

4、41%的网站还使用地址验证程序来保证输入的信息是正确的。

你的游戏商店是否具有这些优点？这些只是成功的电商利用的少数几个技巧。那么如何拉动销量和转化率？以下传统电商已经证明可行的、也可运用于游戏的技巧：

使用容易和设计简单

这是最重要的一点！付款体验应该无缝，但可自定义。标签应该保持一致，甚至是在付款时也一样。事实上，加商标的消费的转化率比普通的消费高30%。确保玩家在消费时仍然觉得自己是在游戏中，而不是为了消费而跳到另一个网站。与游戏完美融合的商店让玩家觉得自然且容易找到，这是非常重要的。

另外，玩家应该一键购买的选项，这样就不会中断游戏沉浸感，且简化了消费的过程。那些购买了一次后又回来继续消费的玩家才是最好的顾客，所以应该方便他们的再次消费（游戏邦注：不必再次输入非必要的信息）。付款的步骤越少越好。

视觉简化也有帮助。付款页面上不要出现非必要元素——比如工具条、多余的导航栏等等。这些通常干扰玩家。想象一下你希望如何利用视觉线索引导玩家完成付款流程。线性结构的付款流程往往有助于提高转化率。

熟悉的方式

在语言、货币和支付方式方面，每一次成功的付款体验都应该迎合玩家的习惯。本地化付款可以提高25%的转化率！我想举一下柠檬水小摊的例子——这是最简单的交易之一。一杯柠檬水0.5美元，一手交钱一手交水，交易完成。但是，事实上，如果那个小摊不接受现金，那就麻烦了，对吧？游戏商店也不例外。所以，给玩家提供尽可能多的付款方式，和他们习惯的选项。

根据Gates Foundation、世界银行和Gallup World Poll的2012年的调查表明，50%的欧美人没有信用卡。这些人要么觉得不划算，要么就是单纯地没有办信用卡。所以，为了赚这些人的钱，应该提供除了信用卡支付以外的多种付款选项。

给玩家提供一个安全的支付环境也是非常重要的，这样他们才能安心地付款不。让玩家知道你的商店是安全的、可靠的。在付款过程中提供实时支持，也有助于鼓励玩家完成交易。

刺激玩家多消费

通过促销活动和吸引人的产品。

E-commerce(from english-online)

除了付款体验本身，还必须从战略的层面上考虑什么样的优惠打折、特供、交叉销售等既可以提高销量又可以使玩家获得更多乐趣。根据Javelin Strategy & Research，如查有购买和促销选择，80%的购买者会更乐意购买。所以，给你的玩家提供限期特供物品、一次性促销产品和节目特惠。

“电子商务”的“电子”与产品本身也大有关系。在游戏中，“电子”意味着虚拟产品，应该总是强化玩家体验和保证最大化乐趣。换句话说，不要在你的商店里放没有价值的东西。应该详尽地描述出售的道具，这样玩家才会理解他们为什么应该购买这种道具。保持商店的新鲜感——通过经常性地添加新商品，也是非常重要的，这样玩家才有理由经常回来看看。

多样性是好东西。但是，市场上有一种现象叫作“选择困难症”——消费者面临太多选择时往往会感到困惑，最后索性放弃购买。记住，在你扩张商店 的时候，也要记得偶尔让某些商品“下架”。

扩大收益机会

通过混合模式、分析学和测试。

在游戏行业，到底采用付费模式还是免费模式/道具收费模式或两种模式混合一直是个热门的论题。在我看来，在熟练虚拟道具销售的基础上探索付费模式总是明智的做法。这并不适用于所有人，但至少要考虑一下。在电商领域，我们发现付费可以带来稳定的收益流，人们仍然乐意购买超过预先付费的部分。

另外，实时追踪销售数据也是在线商业成功的必要工作。根据销售数据完善商店和虚拟道具供应，有助于提高转化率。

最后，A/B或多变量测试也可以帮助你决定需要什么样的商店外观、付款过程和商品。他山之石可以攻玉，所以我也建议开发者多多阅读网上的关于优化网上商店的文章。（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

Adopt E-Commerce Best Practices for Max Player Conversion in Online Games

by Ralph Dangelmaier

With F2P and freemium models so prominent today, it’s more important than ever for game developers to focus on quality in-game store checkout design.  But, most game developers aren’t e-commerce experts. I’ve met a number of developers that don’t fully realize that they could actually be losing money when there is friction in the purchase process, a lack of promotions or an overall poor shopping experience. Players can get frustrated with the process of purchasing virtual items and either walk away all together or keep playing for free, without scooping up that special $.99 weapon or level upgrade.

Therefore, it’s worth it for game companies to consider taking a cue from other more “traditional” online businesses while applying some basic e-commerce best practices to improve the in-game shopping experience and ultimately boost player conversion.

Before I get to some of those best practices, I’d like to point out a study by the Baymard Institute. They found that on average, 67% of online shoppers abandon their shopping cart leading to lost revenue for many online businesses. However, among the top 100 performing e-commerce websites, some of which included Crate & Barrel, Symantec, Cabela’s, American Eagle Outfitters, Sears, Microsoft and GameStop (full list here: http://baymard.com/checkout-usability/benchmark/top-100):

There was an average of only 5.08 checkout steps, from “cart” to “order confirmation.”

76% provide a “guest checkout” option and do not require registration to place an order.

50% ask for the same information more than once for confirmation.

41% also use an address validator to make sure the info entered is correct.

Does your store integrate these traits? These merely scratch the surface in terms of design components that successful online businesses utilize. So, how can you increase sales and player conversion? Enter the 4 E’s of E-Commerce, which I’ve seen prove successful with traditional online businesses and which can also be applied to games:

Ease of Use & Design Simplicity

This is a big one! The checkout experience should be seamless, yet customized. Branding should be consistent, even during checkout. In fact, branded checkouts have a 30% higher conversion rate than a generic checkout. Ensure that players still feel like they are “in” the game vs. pulling them out to another website for their purchase.  A fully integrated store that feels natural for the player to access, but is also easy to find, is super important.

In addition, players should have the option for one-click purchasing, so that game immersion remains intact and that the purchase process is simplified. Your returning players who have purchased an item before and are willing to purchase again are your best customers, so make it easy for them to purchase again (without having to re-enter their information unnecessarily). The fewer steps you have in checkout, the better.

Visual simplicity is also key. Keep unnecessary elements off the checkout page – like sidebars, extra navigation, etc. These often confuse the customer. And try to think about how you want to lead players through checkout with visual cues – like arrows, etc. Having a linear structure to checkout usually also leads to greater conversions.

Engage in a Familiar Way

Every great checkout experience should cater to the player in terms of language, currency, and payment options. Localizing checkout can improve conversion rates by more than 25%! I like to use the example of a lemonade stand – the transaction that happens here is one of the simplest. $.50 for a cup. Done. But, if that Lemonade stand did not accept cash that would be an issue, right? An in-game store is no exception. Provide the player with as many ways to purchase and provide them with options that they are comfortable with.

According to a 2012 study from the Gates Foundation, the World Bank and Gallup World Poll, 50% of people in the Western world do not own a credit card. Some people either don’t own one because it does not make financial sense and others just choose not to have one. So, offering multiple payment options is important to monetization.

It is also important to provide players with a secure payment environment, so that they feel comfortable. Communicate with players that your store is secure with the appropriate security logos and certificates. Providing real-time support during the checkout process can also help players feel right-at-home in your store.

Entice them to Purchase More

…through promotions and compelling products.

Beyond the checkout experience itself, it is important to think strategically about what coupons, special offers, cross-sell and other promotions might help boost sales, but also benefit player’s gameplay and allow them to have more fun. 80% of e-commerce shoppers are more likely to buy, if they have options in terms of what to buy and promotions, according to Javelin Strategy & Research. Offer your players exclusive items with an expiration date, one-time sales, or holiday promotions.

This “E” also has a lot to do with the product itself. In your case, that means virtual items, which should always enhance the player experience and ensure maximum fun. In other words, don’t put crappy stuff in your store. Items should be described in detail, so the benefit is clear and people understand why they should buy that particular item. It is also important to keep your store fresh with new items added frequently, giving people a reason to come back.

One last note regarding virtual items and promotions…variety is a good thing. But, there is a marketing phenomenon known as “choice paralysis.” When a buyer is given too many options, they may be confused and then opt out of a purchase. Keep this in mind, as you expand your store over time. Sometimes it may make sense to “retire” items from the store.

Expand Revenue Opportunities

…with hybrid models, analytics and testing.

The debate of whether to adopt a subscription model or a free-to-play / microtransaction model or some hybrid mix of the two has been discussed in the game industry for some time. From my perspective, it is always smart to explore subscription models on top of virtual items sales. It may not work for everyone, but at least consider it. In the e-commerce space, we see that subscriptions can lead to a steady stream of revenue and people still are willing to buy even beyond their subscription.

In addition, real time tracking of sales data is integral for the success of any online business. The adjustments that happen to your store and virtual item offerings as a result can help maximize conversions – do more of what is performing well and less of what isn’t.

And finally, A/B or multivariate testing can also come in handy to determine the best look-and-feel, checkout process, and items for sale. Just like every great game requires great testing, your store itself should see just as many tests.

From outside the industry, I hope this information is helpful for online game developers and sparks a re-evaluation of their in-game stores. But, for some additional resources, I also suggest checking out SmashingMagazine.com, which features many articles about e-commerce store optimization. BlueSnap, my company, also recently released a brief white paper that summarizes some of the above points, which you can download here.(source:gamasutra)