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[Case Study] Uncovering UX Issues Through Game Log Analysis and Boosting Conversion Rates

Updated: Apr 21

User Interaction Logs & Gameplay Logs → UX Improvements → Increase in Purchase Logs


Introduction

This case study summarizes a real log analysis & UX improvement project carried out by Company A. Company A was struggling with a rising user churn rate and low conversion for in-game purchases in its mobile RPG. The main question was, “Which metrics should we analyze, and how should we improve the UX?”


In this Case Study, we focused on three key categories of logs:

  1. User Interaction Logs

  2. Matching/Battle (Gameplay) Logs

  3. Purchase and Economy-Related Logs



1. User Interaction Logs: Dropout Points and Causes

Issues

  • A sharp increase in user churn immediately after completing the tutorial.

  • Click-through rates for core features (guild signup, event participation, in-game shop) fell below expectations.

Analysis Methods

  • Menu Click Patterns: Tracked frequency of button clicks and user navigation paths.

  • Drop-out Points: Analyzed screens where users left the game and unusual dwell times.

Key Findings

  • Complex Main Lobby UI:

    • Too many buttons appearing after the tutorial caused confusion and increased churn.

  • Guild Signup Issues:

    • Guild signup button was poorly located at the bottom corner, resulting in low interaction.


2. Matching/Battle Logs: Reasons for Declining User Satisfaction

Issues

  • Persistent user complaints about long matchmaking times.

  • New users rarely attempted early PvP or co-op modes.

Analysis Methods

  • Match Success/Failure Logs: Evaluated waiting time, failure rates, and retries.

  • Battle Outcome Logs: Analyzed win-loss records and immediate dropout rates post-battle.

  • Difficulty Scaling: Assessed changes in difficulty levels.

Key Findings

  • Mid-level Matching Issues:

    • Insufficient players around level 10 led to extended wait times.

  • High Entry Barrier:

    • Short tutorials caused new players to enter high-difficulty content prematurely, resulting in immediate dropouts after losses.


3. UX Issues and Improvements

Main Lobby Redesign

  • Simplified essential buttons (Guild Signup, Event Info, Shop) and clarified their priority.

  • Visually emphasized guild/event buttons to encourage clicks.

Beginner Matching System Improvement

  • Expanded beginner matchmaking range to levels 1–10.

  • Introduced AI support to shorten matchmaking times.

  • Smoothed difficulty transitions.

Tutorial Enhancement

  • Provided continuous guidance pop-ups even after tutorials.

  • Offered shop coupons and items for beginner quests to encourage initial shop visits.


4. Purchase and Economy Logs: Impact of UX Improvements on Revenue

Purchase Log Analysis: Before vs. After Improvements

  • Purchase Frequency: Increased approximately 15%.

  • Currency Usage: Active spending increased across all user levels.

  • Conversion Rate: Improved from 5% to 8% for new users.

Main Improvement Factors

  • Higher Guild Participation:

    • Increased guild activity extended playtime and boosted premium item purchases.

  • Reduced Churn:

    • Resolving matchmaking wait times encouraged exploration of more content, increasing shop visits.

  • Improved Shop Accessibility:

    • Easier direct access from event and reward pop-ups improved purchasing convenience.


Conclusion: Establishing a Virtuous Cycle Through Log Analysis

This case study demonstrates how log analysis accurately identifies UX issues and strategically improves user experience and revenue.

  • Interaction Logs uncovered UI complexity and signup obstacles.

  • Gameplay Logs identified inefficiencies in matchmaking and sudden difficulty increases.

  • Resolving these issues increased in-game purchase activity, resulting in sustained revenue growth.

Continuous log analysis sustainably improves UX, simultaneously enhancing user engagement and profitability. Consider applying similar methodologies in your games to create a positive feedback loop.


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