When it comes to data analytics and conversion optimization, measuring soft launch metrics differs from product launch metrics as it introduces a different set of priorities. The main purpose of a soft launch is to test the product in a real-world setting, gather user feedback and valuable insights, and make data-driven decisions that will lead to a successful launch.
In order to achieve this, it is important for businesses and app developers to track the right metrics that will give them an accurate understanding of their product’s performance. Here are some of the most important soft launch metrics that should be tracked during the soft launch period:
1. A/B Tests
Soft launches are the perfect opportunity to conduct A/B testing on different features and functionalities of your app. This allows you to test which version performs better and make informed decisions based on user behavior. Before the masses have access to your app, A/B testing during the soft launch can help you identify the variables that can affect user engagement, retention, and monetization.
Let’s imagine you’re developing a casual game and you want to test two different monetization models – in-app NFT purchases and rewarded ads. Through A/B testing during the soft launch, you can track which model generates more revenue and makes necessary changes before the official launch.
2. Tutorial Completion Rate
This metric measures the percentage of users who successfully complete the tutorial or on-boarding process. It is important to track this metric during the soft launch as it can give insights into how well your app’s features and functionalities are understood by users. The last thing you want is to have a large drop-off during launch due to a confusing on-boarding process.
If crypto is needed to buy NFTs in your app, it is important to make sure that the tutorial clearly explains how to get crypto and how to use it for purchases. Tracking the tutorial completion rate can help determine if any changes need to be made to improve user understanding. Perhaps blockchain mentions are a turn-off entirely, or perhaps it just requires more explanation. If the former is the case, having a seamless on-ramp with credit card conversions may be the solution.
3. Technical Issues
Before a larger audience begins playing your Web3 game, it is crucial to identify and address any technical issues that may arise during the soft launch period. Tracking metrics such as game crashes, load time, and bugs can help you pinpoint areas that need improvement in order to ensure a seamless user experience. Some non-crypto natives may be concerned about this new technology so ensuring a smooth experience is key to keeping them engaged.
If a wallet fails to connect to the game’s smart contract, it can derail the entire user experience and lead to frustration. By tracking technical issues during the soft launch, you can make necessary changes and updates before the official launch to ensure a smoother and more enjoyable gameplay experience for your users.
4. User Retention Rate
With a retention test, you can identify the percentage of users who return to your app after a certain period of time. This metric is important during soft launch as it helps determine how well your app is able to retain users and whether or not there are any major issues that may cause high churn rates. By understanding user retention, you can make necessary improvements to increase engagement and keep users coming back.
Working with a game analytics company such as Helika is a great way to track and analyze retention rates. We can provide valuable insights on player behavior and help you make data-driven decisions for your game’s development. It’s best to optimize for retention before you focus on user acquisition, as retaining existing users is often more cost-effective than acquiring new ones.
5. Conversion Rate
Before the official release, marketers and product teams should focus on testing different monetization models to maximize revenue. Tracking the conversion rate during the soft launch period will help determine the most effective way to monetize the app. You don’t want to lose money during the full-scale release due to poor monetization strategies.
This valuable feedback shouldn’t be ignored and analysis after deploying the best practices for conversion rate optimization can help your Web3 game receive the revenue it deserves. Make sure the offer given to players of the soft launch release is similar if not the same as the full release. If the in-game NFT for example is a rare one given out in the soft launch, it should remain rare for the official release as well.
Final Thoughts
By measuring the right metrics, player experience can be optimized because tech testing can provide valuable feedback on a new game prior to its full-scale release. Through the soft launch, businesses and app developers can gather enough data from a wider audience while also keeping their cost per install (CPI) low. This allows them to make necessary improvements and adjustments before the official launch.
However, it is important to work with a game analytics partner and have a clear understanding of the target audience in order to track the right metrics. By doing so, businesses can make data-driven decisions that will lead to a successful launch and a positive player experience.
Remember, Helika is the leading Web3 game analytics platform and can provide businesses with the necessary tools to track soft launch metrics and optimize their games for success. So, feel free to contact us for more information and see how we can help you with your soft launch strategy.
