Onboarding Case
This is a story about how I increased the average session time by 4% by adding a single button.
Context: Yandex Games is an international browser gaming platform that hosts over 35,000 web games and with a total audience of ~90M MAU. Also the service ranks among the top-3 largest web-gaming platforms globally.
Problem
A significant numbers (around 75%) of Yandex Games users came directly to the game page and left after their first session. As a result, the service lost potential players and potential revenue from ad impressions.
Research
As a result of my research, I found that 50% of users leave the game without playing for more than 5 minutes, and at the same time, a very small percentage of users switch to other games and the catalog. As a result, I formulated the following hypothesis: “Players who go directly to the game page simply do not understand that there are many other games.”
Process
I sketched out a dozens of different rough solutions. Then I split them into three groups based on how difficult they would be to implement. After prioritizing all the solutions, the option that came out on top was redesigning the navigation on the game page.
Then I created three experimental groups on the game page, each with a different header. In one version, the emphasis was on the service, so the logo was centred. The second version uses animation to highlight the service logo. The third version emphasises the CTA — 'View other games'.
Result
As a result of all the experiments, the option with the “All Games” button won. The new header increased the total playing time on the service and also led to a noticeable percentage of users switching to the catalog instead of leaving after the first session.
Here's an example of how it really works ↓ ↓ ↓
afterward
It was a brief summary of the case. If you want the full story, don't hesitate to send me an invitation to call.
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