Turning players into paid customers is usually the foundation for many online and mobile games. What’s the rate that you can get those players to actually pay and become returning customers? What is the maximum rate that you can do so? A theme of localization runs through some of the most successful player to payer conversion tactics, for a few interesting reasons. Today we will discuss how to maximize conversion rates with local currencies and local banks.
Using local currencies is preferable for many reasons, one being natural user tendencies. Players tend to lean towards a currency that they are familiar with, informed about, and don’t need to think about too hard. In-game purchases tend to either be micro transactions or come about during gameplay, where any distraction could mean loss of sale. The best way to ensure high conversion rates is to lessen the steps, time, and effort between a user’s decision to purchase and the transaction itself.
Giving users the currency most relevant to them and what currency they are most likely to understand means there is little distraction, the user doesn’t need to exert much effort to understand or change their currency, and there is a higher chance of purchase completion. For example, Vladimir Karnishin of Card Acquiring and Risk Management at Xsolla paints this picture for developers in the global market:
“If a user has 1000 RUB on [a] card and…that game’s package costs 900 RUB, that user is more apt to make the purchase than if the price was listed as $30.”
The time to convert the currency and make the decision could sway the user’s purchase, or add more work to do for the player. Selling micro transactions and in-game content should make the user’s job easy and quick.
In addition to making a customer’s job easy and facilitated, bear in mind the user’s accessibility as it is incredibly important to increasing conversion rates. Sometimes cards can’t be authorized in foreign regions, or have a hard time being processed in other countries’ banks. This is why allowing access to local banks is so important. Users being blocked from making purchases obviously cancels sales, but also could deter them from purchases in the future as well.
Mr. Karnishin mentions:
“Conversion rates historically are higher when local banks are offered to players, as there are more chances for successful authorization, knowing the cards won’t be blocked or seen as fraudulent.”
This allows purchases to be processed without blocking or banning, and also helps make customers satisfied and feel their transactions are secure.
There are forces at work that even developers and users cannot control, which can include regional laws. Certain countries or regions have widely varying laws that govern how foreign income can enter the country, and how local currency can leave. Especially in mobile and on-line transactions, rules and legality can get extremely murky. For example, in Brazil, only Brazilian banks can process Brazilian credit cards. This means that despite developer or user intent, there isn’t much to do to facilitate global users from purchasing your content. One way to aid in this situation is to set up banking areas in many countries, including the US, Europe, Russia, Brazil, and other areas where your game may have players.
Keeping these points in mind will open up your potential paid player base and increase conversion rates. Keep users able to quickly understand price points native to their area, let many forms of payment work in various regions, and try to expand to include all regional avenues of payment. Conversion rates will be higher, and the number of return customers will grow.
Credit cards and their usage in mobile technology is an ever-evolving topic, which has revolutionized and shaped how users consume content. This is part 6 of 12-part series discussing credit cards’ evolution in regards to their mobile usage and customer base, how people around the globe are utilizing them, and where they are going in the future.