Pzyche Shows Shocked Fish Who Their Visitors Are in Real Time and Increases Conversions by More than 63% (and more than 300% uplift in cash)

Issue: ShockedFish.com, a price comparison site for direct download PC games, wanted to increase conversion rates and add value to their consumers.

Solution: Pzyche was added to the site to analyze consumers in real time and tailor the experience to give them greater value.

Result: Pzyche increased conversions by 63.95% and bottom line revenues by 307%

 

ShockedFish.com is price comparison site for games that can be downloaded direct to the PC. The site makes money for any sales that occur from visitors that it sends to a game download site.

Pzyche was developed with algorithms to determine the likelihood of a visitor being in any client defined group and then delivering personalised content the visitor would be interested in.

Pzyche’s founder, Jason Duke, saw several challenges in front of him.  Shocked Fish existed in a young market where ‘best practices’ didn’t yet exist.  The original conversion rate of the site was already a whopping 30%, and there was concern this could not be improved upon.  And, since Pzyche was originally developed for differing vertical markets, the PC gaming market was a completely new vertical for the software.

So, the first step for the Pzyche team was to do some market research to determine the market landscape and then, to define what a ‘Golden Prospect’ would be for Shocked Fish.

A main point learned in the research was why gamers purchased games online instead of from brick-and-mortar stores.

In fact, there were 3 main methods of how gamers acquired their games:

1. Illegal Download of Pirated Titles
2. Purchasing from a bricks and mortar outlet
3. Downloading from legitimate download sites

Most of the visitors to Shocked Fish were mostly in the third group, however, the site was also gaining many visitors from the first group as well. Many of those people gave similar reasons to using game download sites as the anonymous writer of the “How Steam Stopped Me From Pirating Games and Enjoy the Sweet DRM Kool‐Aid” article at the Crunchbase website explained:

“So in a way the main reason I was pirating games was that I was lazy and there wasn’t a service that catered to me. Either buying a game retail from Amazon required me to wait for it to ship or I had to drive to Best Buy. Once I own the game I can’t ever lose the CD key or it would be worthless. And the worst excuse is that it required me to have a DVD‐ROM in all of my computers just to install these games. That’s silly. What the world needed was a service where I could buy a game once and never have to worry about losing the physical media or my rights to play it ever again.”

Another important point discovered in the research was that once someone made the choice to use a particular game download system, there was huge brand loyalty to that site.

This is best explained by the biggest point discovered by all of the market research:  the point of time.

While it was a known fact that the market group of gamers placed a value on ‘getting it now’, it was not known how important this value was.  In fact, while the price of a product had a bearing on where a visitor would purchase a game, it was more important that the user didn’t have to spend any additional time to sign up at a new provider to get the game.

Clearly, this meant that there must be as few steps as possible for users to go through on the Shocked Fish site and, ideally, the user must not have to re-register at the offsite game download sites once they found the game they wanted.

Because the Shocked Fish site was so lean in their sign-up process, it was determined that the Golden Prospect group for Shocked Fish consisted of pre-existing members of game download sites.

Pzyche tests were built to identify the likelihood of a visitor being registered at one of the game download sites Shocked Fish sent visitors to while keeping in mind the Shocked Fish mantra:  “The quality of data shown to a visitor must not be influenced by whether affiliate rewards are delivered.”

At the top of the Shocked Fish search result page, each ‘Golden Prospect’ was shown a result from the gaming site of which Pzyche determined they were likely to already be a member.

This increased the conversion rate from 32% to 50%, delivering an increase of over 63%

The difference in bottom line earnings was a whopping 307%.

Shocked Fish was immensely pleased with these results and continues to make incremental changes to their site to better tailor the experience to their visitors.  To date, however, none of their changes have increased their earnings as much as adding Pzyche to their site.

 

Full PDF available detailing the tests, process of improvements with screen shots available by clicking here but please do tweet your thoughts and use the #Pzyche hashtag

 

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