I'd start picking a different challenge mechanic than "Beat the average" since the average is sensitive to distribution bring dominated by poor Redditors and incentivizing "Pay us $5.50" does not result in hugely more successful outcomes. How about hiding the average and offering the bonus to anyone paying $25+? Or even $10+?
I totally agree. I think they're leaving money on the table with this particular strategy. I even told them so last week to their face (their office is 4 floors below mine). The answer I got surprised me.
First off, they test the hell out of everything. They've tried dozens of variations with different offers, forms, and copy. This is what won. "Beat the average" is a compelling call to action. Think about it, would you rather "pay $10 to get X" or "beat the competition with $10"? The latter has bite to it.
It's also about brand. The only way theses offers stand a chance with consumers and developers in the long run is by staying Humble. It's in the name after all. These guys take it VERY seriously. And it's been paying off - their bundles have been doing better and better because people know the name. They trust the name. And they want to give money to support it, along with charity & game delopers.
Does the road end there? Certainly not. But I have huge respect for these guys. I totally trust that they know what they're doing here.
