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Phase II: Increasing app downloads

We build on the work for phase I and go bold with our designs. 

Business objective: 

To have 80% of our active users download and use our app (~179M consumers) in 2020. 

After the successful launch of Phase I of app downloads, we wanted to see if we could up the ante. Our leadership challenged us to "go bold" with our approach. Here's the journey. 

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Content strategy:

To encourage users to download the app, we’ll create personalized content that addresses potential concerns like security, contact with others, and ease of use. We'll show them value props that will be relevant to them and to current times.​​

We'll use snappy, positive, and straightforward messaging that highlights app benefits like payments, native checkout, and easier authentication. 

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My process:

  • Content-first approach: Picked the leading messages that I wanted to show for each cohort. I identified 6 features to showcase for the second phase. 

  1. P2P

  2. Checkout

  3. Safety 

  4. Authentication

  5. Exclusivity

  6. General

  • Ensured that the designs match the content and tweaked the copy further for maximum impact,

  • Refined the content to include the learnings from the first phase 

    • Told the users what they need to do

    • Kept it simple, direct, and reduce the text even more

  • Made it more personalized

    • Suggested adding social proofing​ to the mix and got the buy-in from engineering, product, and legal

  • Made the CTA bolder and more prominent

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Challenges:

  • How could I increase the effectiveness of the copy while reducing the text on the page?

  • We wanted to increase the font size for a more visual impact. That meant I had to make the copy much leaner than it already was. 

  • Legal restrictions were making the copy much longer. E.g. Legal wanted us to replace "pay with a tap" with"pay with just a few taps".

  • Some of the claims we were making seemed TOO bold to our legal partners … so we worked closely with them, got on calls, and got everyone involved.

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Initial exploarations: Here's a glimpse of my working copy. I explored different options including emotional messaging to see if that'd appeal to the users. I discarded most of these options as they the meat of the messaging was in the sub-head. And, that's what users needed to see upfront. 

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Here's how the final result looked like:

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Our impact: 

  • Preliminary data showed ~4x increase in app downloads

  • The updates led to a 115% lift and double app downloads over the previous version with one message and the older outline illustration. 

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