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  • An IKEA-Styled Guide To Product Pages

    [03.14.19]
    - Patryk Grzeszczuk

  • 8. CURATORS

    It is easy to get overwhelmed by the number of games available and being released every single day on Steam. That is true for both publishers but also gamers looking for new, exciting titles to play. Steam curators help both groups by building additional visibility for chosen games.

    Publishing a game on Steam one can gain the most, not necessarily being covered by the most prominent and most popular curators (which is always nice) but also by curators with a highly defined profile (and with that, followed by a tailored audience). A smaller scale of the community, in these cases, is actively compensated by the way its expectations align with what one's game has to offer.

    Look for these curators, get in touch, sell yourself effectively.

    9. LOCALIZATION

    For many communities localized product page (not to mention the game itself) is an essential factor, heavily influencing attitudebehavior and finally purchase intent. Try to cover at least key languages to lower the entry threshold for your page and broaden up your potential audience.

    As for these key languages*, aim for:

    • tier 1: English, German, Spanish, French, Chinese, Russian
    • tier 2: Polish, Portuguese, Japanese, Turkish

    *depending on your country of origin and its specificity, probably your first language should land in the 'tier 1' group. People tend to support their local creators but also can get quickly frustrated if the support is not mutual.

    10. TRAFFIC

    Last but not least, you should build the traffic to your product page. A direct one. You do not want to lose your customers along the way. Also, its good to know where your customers come from so you could optimize your spendings and boost the traffic where it's needed. Performance marketing or its variation that is only possible in case of Steam (no proper conversion ratio measurement, sorry!) is a separate subject as a whole, and I am going to cover it in a dedicated post in the nearest future. For now, just remember that the best product page won't bring you a thing as long as there are no customers to admire it.

    TO SUM THINGS UP

    It's like with IKEA products. What you get is a box of simple elements, but when you put them together, they will serve you surprisingly well, especially considering their cost and relatively simple assembly process.

    And sure, with time, you're gonna have to exchange them for something better, but we all know that nothing lasts forever. For the time, though, what you get is a useful marketing tool that can be very helpful regarding both the communication and monetization of your game.

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