Writing Copy for a New Financial App

Introduction

In my role as a Digital Copywriter and UX Writer for Money Mind, I wrote copy that explained the product, a mobile consumer cash-sending app, and increased the conversions of our primary metric—downloads on the app store.

Results

Intuitive Copy Atop a Cleanly Designed Landing Page

A cleanly designed landing page written with copy that describes the product, designed with visual and textual affordances that communicates the product and drives app store downloads.

Primary Copy Composition

Copy, written with both users and web crawlers in mind, that communicates the product.

Visual and Textual Design Affordances

Affordances that supports the goal of the landing page, drive app downloads, as well as reinforces the brand's tone.

On Increasing App Downloads

Primary Goal

Our primary goal was to increase downloads of the Money Mind app from the iOS and Android App Stores via the homepage. As the app is no cost to download and, in fact, pays users upon initial sign up, great pains were taken to explain what the app is, how it benefits users, and how users can download the app.

One Call to Action, Three Trigger Points

Users are prompted to download the app via three prominent calls to action:

• The top banner that explains the cash reward
• The 'Download Now' text link that is part of the navigation bar 
• The large ‘Download Now’ button prominently displayed after a brief description of the app

On Social Proof

A Face and Review

We incorporated social proof by having a representative of our user base review the primary benefit of the app from the perspective of users—receiving money as soon as possible. This had the additional effect of reinforcing the top banner's sign up bonus message.

Though the review was included, most social proof will come from peer recommendations and discussions of the app on social media platforms.

Cash, Money, or Payments?

Deciding on Syntax

There was debate about what kind of language to use. For example, should money, cash, or payments be used when referring to the sending and receiving of payments? The decision-making process was as follows:

• Cash is the most informal
• Money is used both informally and formally
• Payments is the most formal out of these three words and rarely used in everyday conversations

Each change in the vernacular of what words to use to describe the payment process also came with a corresponding change in copy tone. Below you can view samples of copy ranging from formal to informal.

Money It is

In the end, we decided that money should be the key word used to describe the payment process. Money is commonly used, can be used in a wide variety of formal and informal circumstances, and is also directly tied to the Money Mind brand.

Correspondingly, a friendly tone combined with a syntax that was between formal and informal language was selected as the final copy composition.