Empathetic microcopy to motivate underachievers
Problem
Babbel language learning app users don't reach their goal of a certain amount of lesson per week.
Process & testing
The agile team trio decided that they could test introducing a toast pop-up. I was given the task to work on all relevant UX copy.
My main considerations were understanding the motivations and benefits of setting a new goal.
Th copy focuses on user autonomy and makes it solution-driven by introducing a question.
This allows for the fact that people's lives change, and shows the product as empathetic to the fact that this week may be different from the previous.
Furthermore it shows that the product is flexible towards user's needs.
Roadblocks
As Babbel localises into 8 languages, I had to consider spacing and character count, especially as languages such as Italian, German and Polish tend to run longer than English copy.
Additionally, I stripped away some unecessary elements such as a secondary CTA button, as the close button would do that job in this scenario.
Solution
The A/B test consisted of a toast pop-up with short, relevant copy.
Impact & next steps
+724%
Share of users updating goal
+3.5%
Share of users completing goal on week 0
This was a super successful test, with a 724% increase in share of users who updated their goal. Furthermore, there was better engagement as an increase in 3.5% of users also completed their newly set goal.
There was also an increase in goal completion rate by users who updated their goal compared to those who didn't in the test group, namely on week 0 +54% and on week 1 +63%.
This feature was rolled out to all users.
The value of this project was that it was a great way to showcase the power of UX writing and relevant microcopy, as the test relied very heavily on the UX writing.
Learnings for the content design team were that questions, when relevant and empathetic, can make a calculable difference in user engagement.