How do you make your app talk to the users? 🤔

Welcome back to my weekly newsletter. This is going to be a series of articles covering how we came up with the idea of Calm Sleep, scaled to over a million users in less than a year, and all that with less than $1,000 worth of total investment. 🌱

I’m Akshay Pruthi, an entrepreneur who loves to build products from the ground up. Over the past 6 years, I’ve built multiple products from scratch and scaled them to millions of users. This is my attempt to share our most important lessons from building one of those apps - Alora (Android) and Alora (iOS) 🤗

Every week I will publish an article about a different challenge we faced while building Calm Sleep.

Last week, we discussed - how all of your answers are in front of you! You just need to observe!🧐🧐

The art of UX writing.

--------------------------------------------------

How do you make your app speak to the users to influence their decisions on the app?

Disclaimer: I am not very good with writing. I believe I have a steep learning curve ahead. Lately, while reading a bunch of articles, I stumbled upon something that stuck by me.

I always believed that UX or product writing is all about fancy marketing words that catch the user’s attention. Little did I know, there’s a huge difference between copywriting (Fancy/salesy writing) vs product writing (crisp/to the point).

Here, you either have an option to enter your email or feel guilty for picking the option that says “No, I hate being healthy”. ,. As a marketer, I would have said - The writer has used an amazing tactic by putting the end-user in a tough spot. But as a customer, I would feel manipulated with either choice. And to be honest, this tactic definitely doesn’t give results. Check it out yourself here.

Here’s how it should look like:

The more I read about it, the more I realised I was so wrong assuming that clickbaity words work better for a product. Digging deeper, I learnt the key differences between copywriting and UX writing.

How does one get better at UX-writing?

Now the million-dollar question, how should we converse better with the users?

I stumbled upon this strategy that Google uses to improve their ux writing.

Basically, they stick to the following three principles:

They gave a brilliant example of how they moved from bad UX writing to a better one.

Be Clear:

Be Concise

Be Useful

IMPACT

I like how Jeremy Moser does it. Here are a few examples:

How we did it at Calm Sleep led to a 17% increase in our payment conversion

Changing the copy helped us take over payment conversion to 2.66% which is the all-time high we have achieved to date.

If you have made it here, I am guessing you are curious to learn more about it. Here are some recommendations you should definitely give a read:

https://medium.com/@jsaito

https://medium.com/dropbox-design/how-to-mock-up-ux-writing-for-better-collaboration-d5e2c4d62159

https://medium.com/dropbox-design/getting-a-seat-at-the-table-as-a-ux-writer-da63303d5b1d

Until next time :)

If you enjoy reading my articles, Buy me a coffee here