作者：Evan Fradley-Pereira

对于一向将时间用于完善玩法的独立手机游戏开发者来说，销量渠道这种营销概念好比是天书。但如果你有幸获得应用商店推荐，游只要对游戏的运营策略进行一些小调整，就可能产生极丰厚的回报。我对于小型F2P游戏工作室的建议如下：

无所求就不会有所得

需要说明的是，我并不主张采用极富煽动性的销售策略。我想说的是，完成一次IAP交易的玩家只会是那些清楚自己为何做此选择的用户。在发布游戏之前，你要先问自己3个问题：

1.我的IAP是否容易被找到？

2.它们是否易于估价和理解？

3.它们是否便于购买？

如果你对这些问题并没有百分百的确定答案，不妨参照以下几个快速而低成本的优化手段。你可以通过突显与游戏IAP相关的UI元素，提升用户对你所提供产品的印象。

IAP purchase(from sfw.cn)

1.使用普遍的视觉语言

App Store市场竞争激烈，大型公司虏获了更多玩家，很显然你的游戏玩家同时也可能是畅销榜单上其他游戏的玩家。这可以转化为对你有利的情况。

通过采用与其他竞争对手相同的视觉语言，你可以更方便地向玩家展示如何在游戏中执行交易。 畅销榜单前列的游戏在UI元素中几乎都采用了一些“+”符号来引导玩家进入游戏中的商店。

使用相同的图标，你就可以确保大部分玩家会理解哪个UI元素可以带自己去完成交易。

2.使用照明和动态设置

UI设计师知道，人类天生就容易被发光物及具有强烈对比度的区域所吸引。在进行推广活动时，你可以在自己的界面中使用明亮的设计来吸引玩家眼球，并令他们点击你的广告。

采用类似于《Game of War》推广内容中的动画特效也能够吸引相当多的玩家来点击和查看相关内容。

3.使用“模糊测试”

虽然这并不是最先进的解决方法，“模糊测试”已经被UI设计师采用多年。你可以用斜视角度查看UI布局，如果某个元素仍然十分清晰可视，那就意味着它与其他元素形成了强烈对比，因此能够吸引用户的目光 。

如果你发现没有任何一个UI元素很显眼，那就要考虑加强UI元素的对比度，从而给用户创造产品印象。你可以上网搜索一些工具，以便选择更有效的调色板。

4.使用徽章来显示价值

你可以在游戏内部商店中，使用徽章来标注最有价值的商品，并要清楚显示任何有效的折扣信息。不要让玩家自己去计算交易是否划算。

可以添加一些“最受欢迎”或“优惠50%”的标志，让玩家快速而有效地评估自己的交易是否值当。在设计徽章时一定要采用模糊测试法，确保徽章与周围元素形成鲜明对比，这样才能吸引玩家的眼球。

5. 让测试人员执行一笔交易

你可以让测试人员先试试游戏玩法，差不多的时候就让他们执行一笔交易。如果发现他们并不清楚游戏UI的导航方法，你就基本可以确定这里的UI布置需要调整了。

6.计算点击量

如果你认真观察UI分析结果，就会发现每一次交互行为都会流失用户。这有可能是因为目标不够明显，或是用户注意力被分散，但要提升销量就一定要最小化用户完成交易的输入次数。

所以，你最好进入游戏的每个主界面计算由此进入商店并完成交易所需的交互次数。如果你在完成交易前要输入密码，就可以在进行这次提示之前停止计算。如果这个过程需要2次以上的交互行为，那就要考虑重新调整UI了。

7.使用全屏插页广告

无论是哪种有效的盈利策略，你都应该针对不同的玩家类型推出特惠信息和促销内容。对于高价值的交易，你要在游戏玩法早期就呈现全屏插页广告，列出所有相关细节，并清楚呈现其中的好处。

要确保广告中含有清楚的行动召唤设置，将玩家直接引向销售循环的下一个步骤中，而不仅仅是将玩家引向商店的一个页面。增加一个倒计时器，可以制造一种稀缺性和紧迫感，从而提升你的销量。（本文由游戏邦编译，转载请注明来源，或咨询微信zhengjintiao）

7 Easy Changes To UI That Improve In-App Purchase Sales

by Evan Fradley-Pereira

For indie mobile devs who spend their time perfecting gameplay, marketing concepts like sales funnels can seem like black magic. That said, if you’re lucky enough to get featured, small changes to your game’s merchandizing strategy can have exponential benefits. If I had one bit of advice to offer any small studios working on a free-to-play title, it would be this:

If you don’t ask, you don’t get.

To be clear, I’m not advocating for super-pushy sales strategies. What I am saying is that the players who complete an IAP will only ever be a subset of those who are made aware of the option. Before launching, ask yourself three questions:

1. Are my IAPs easy to find?

2. Are they easy to evaluate and understand?

3. Are they easy to buy?

If you weren’t 100% sure about any of those, here are a few fast, cheap ways to make notable improvements. Each strategy is designed to increase the number of product impressions you’re able to deliver by getting your game’s IAP-related UI to stand out.

1. Use Common Visual Language

As the App Store’s heavy hitters get more deeply entrenched and acquire more players, you can reasonably assume that anyone playing your game has also played at least one of the games in the top grossing charts. This can work to your advantage.

By employing the same visual language they do, you can more reliably illustrate to players how to make purchases in your game. Seen below, almost all of the top grossing games employ some derivative of the “+” symbol in the UI element that takes players to the in-game store.

By using the same iconography, you can be sure that the majority of your players will understand which UI element will take them to where they can complete a purchase.

2. Use Light and Motion

Talk to a UI designer and they’ll tell you, humans are naturally attracted to light and areas of high contrast. When running a promotion, use bright spots in your interface to attract eyeballs and clicks to your offers.

Combined with rapid motion like the animated effects used by Game of War in their promotional offers, you can expect a reasonable percentage of your players will click and investigate further.

3. Use “The Blur Test”

While not the most high-tech solution, “the blur test” has been a handy hack used by UI designers for ages. Simply squint your eyes when looking at a UI layout. If an element remains clearly visible, it means it has high contrast relative to the rest of the layout, and will attract attention.

If nothing on your layout pops out at you, consider upping the contrast on the UI elements that produce product impressions. There are plenty of tools online that can help you select a more effective palette.

4. Use Badges To Illustrate Value

Within your storefront, whatever products offer the greatest value should be marked by badges and any effective discounts should be clearly shown. Never ask your players to do math if it can be helped.

Adding labels like “Most Popular” or “50% Off” let your players quickly and effectively evaluate what’s worth their money. Make sure to employ the blur test when designing your badges to ensure that they’re high enough contrast to attract the attention you’re after.

5. Ask Playtesters to Make a Purchase

While playtesting might not be in the budget for every publisher, even a quick trip around the office or home can yield incredibly valuable information. Have your playtesters make their way through the opening stages of gameplay and, when it’s applicable, ask them to make a purchase. If it’s not clear to them where they should navigate to in the game’s UI, you can reasonably assume that your layout needs some work.

6. Count Clicks

If you’ve ever taken a close look at granular UI analytics, you know that with every interaction, you lose people. Whether the objective just isn’t apparent or their attention has been pulled away, minimizing the number of user inputs necessary to complete a purchase will benefit your sales.

As an exercise, go to every major screen in your game and count how many interactions it takes to get to the storefront and complete a purchase. If you have to enter a password before completing the purchase, stop counting at the input before you’re prompted. If this number is ever more than two, consider reorganizing your UI so that it isn’t.

7. Use Full Screen Interstitial Offers

Some deals are simply too good not to share. In any effective monetization strategy, you should be making special offers and running promotional sales for different player segments. For these high-value deals, put up a full screen interstitial early in the gameplay session with all of the relevant details and benefits clearly presented.

Be sure to include a clear call-to-action that leads directly to the next step in the sales cycle, not just a page in the store. Including a countdown timer adds a sense of scarcity that can further improve your sales.（source：gamasutra）