“Last Chance!” Pop-Up Increases Last-Day Sales

This analysis sought to evaluate the effectiveness of a pop-up message reminding players of the last day of sale for offers in a free-to-play mobile game for increasing revenue. A pop-up message was delivered to players for every offer the first time they open the game during its sale duration. However, for this task an additional, second message was delivered to players on the last-day of sale to induce a sense of urgency. The pop-up stressed the limited time available to purchase the offer. Two offers were selected to have this additional feature. The effectiveness was then evaluated by calculating the last day “lift”, that is, the difference between the second-to-last and last day of sale relative to its total revenue, to give an idea of how big the spike (or lack thereof) was. The above graph shows the distribution of this relative last-day lift for offers sold during a span of about a year with the two test bundles marked by a red line. We can see visually that they are to the far right of the distribution, indicating a higher last day lift, 6.23% and 9.11% respectively. The mean of the test offers (M = 0.07 or 7%) was also compared statistically to the mean of all other offers (M = -0.01 or -1%) which did not have the last-day message. This difference was statistically significant (p = 0.02). These results suggested that having a second message advertising the last-day of sale for these offers was likely beneficial in increasing the size of the last-day revenue spike.