6 Easy Changes To UI That Improve In-App Purchase Sales


IAPs need to be found before they can be evaluated and bought. Without optimizing the beginning of your in-game sales funnel, all efforts towards optimizing the later stages deliver exponentially lower returns.

These are a few fast, cheap ways to make notable improvements to the early stages of your in-game sales funnel. Each strategy is designed to increase the number of product impressions you’re able to deliver by getting your game’s IAP-related UI to stand out.

1. Use Common Visual Language

As the App Store’s heavy hitters get more deeply entrenched and acquire more players, you can reasonably assume that anyone playing your game has also played at least one of the games in the top grossing charts. This can work to your advantage.

By employing the same visual language they do, you can more reliably illustrate to players how to make purchases in your game. Seen below, almost all of the top grossing games employ some derivative of the “+” symbol in the UI element that takes players to the in-game store.

IAP Images

By using the same iconography, you can be sure that the majority of your players will understand which UI element will take them to where they can complete a purchase.

2. Use Light and Motion

Humans are naturally attracted to light and areas of high contrast. When running a promotion, use bright spots in your interface to attract eyeballs and clicks to your offers. Combined with rapid motion like the animated effects used by Game of War in their promotional offers, you can expect a meaningful percentage of your players to click and investigate further.

3. Use “The Blur Test”

While not the most high-tech solution, “the blur test” has been a handy hack used by UI designers for ages.

Squint your eyes when looking at a UI layout. If an element remains visible, it means it has high contrast relative to the rest of the layout, and will attract attention.

If nothing on your layout pops out at you, consider upping the contrast on the UI elements that produce product impressions. There are plenty of tools online that can help you select a more effective palette.

4. Use Badges To Illustrate Value

Within your storefront, whatever products offer the greatest value should be marked by badges and any effective discounts should be clearly shown. Never ask your players to do math if it can be helped.

Adding labels like “Most Popular” or “50% Off” let your players quickly and effectively evaluate what’s worth their money. Make sure to employ the blur test when designing your badges to ensure that they’re high enough contrast to attract the attention you’re after.


5. Ask Playtesters to Make a Purchase

While playtesting might not be in the budget for every publisher, even a quick trip around the office or home can yield incredibly valuable information. Have your playtesters make their way through the opening stages of gameplay and, when it’s applicable, ask them to make a purchase. If its not clear to them where they should navigate to in the game’s UI, you can reasonably assume that your layout needs some work.

6. Use Full Screen Interstitial Offers

Some deals are simply too good not to share. In any effective monetization strategy, you should be making special offers and running promotional sales for different player segments. For these high-value deals, put up a full screen interstitial early in the gameplay session with all of the relevant details and benefits clearly presented.

Be sure to include a clear call-to-action that leads directly to the next step in the sales cycle, not just a page in the store. Including a countdown timer adds a sense of scarcity that can further improve your sales.

Promotional Sales


Fuse Powered makes it easy to put these strategies into practice and could increase your revenue by up to 500%.

Click here to sign up for free.


Evan Fradley-Pereira
Marketing Manager at Fuse Powered
Evan is an award-winning game designer, prolific blogger, and an adequate Hearthstone player.
He creates podcasts, videos, and articles that help people make better games.

You can contact him on Twitter at @fp_evan