This push notification was particularly challenging to write. I had to entice the user to update their app, but I couldn’t say why because the team wanted a notification they could use again in the future.
Without being able to be specific, I was drawn to the idea of a gift. A new version of an app is a gift in a way, and, when I think of gifts, I think of birthdays. This push resulted in 21% of users sent the push notification updated their app (9.8% average reaction rate for finance).
In my writing process, I focused on the idea that “saving a little now could become a lot.” I felt this theme not only conveyed a fact but was digestible and something a user could envision.
In this project, I felt particularly challenged in creating the header “How much $$ could you have in 30 years?” I realized the header, not the body copy, needed to prompt the user. I decided to ask a question to create a personal connection with the user. “30 years” was something buried in legalese that I brought to the forefront.