Case Study: Web and Mobile Game Landing Pages

At Kongregate, we often ran user acquisition campaigns for games we had revenue share or publishing deals with. These campaigns would rely on off-site and on-site advertisements to send people to our landing pages in order to convert them into active users.

We would be provided with a folder of potential assets—copy, key art, fonts, game assets, any trailers, etc.—and it would be our job to choose appropriate imagery, composite that imagery together, work with stakeholders to adjust any copy and work with marketing to design what aspect of each page we would test that round.

The nature and content of these pages changed quite a lot over the years. Initially we put as much content as we could on them including screenshots, marketing blurbs, any trailer we might have, etc. But over time, and constant split-testing, we learned that less was more. Key art was far more important than any other content, copy was basically ignored and the best converting form (by a wide margin) was a condensed stepped registration form.