Daily UX Writing Challenge: Day 4
Promotional Message for a Shopping App
Hello again!
Welcome to day 4 of my 15-day UX Writing challenge. Today’s task is to create another promotional message. This time, targeting a shopper who is in the middle of their shopping experience.
Read on to see how I tackled the challenge.
UX Writing Challenge: Day 4
Scenario: A user is in their favorite supermarket. They open the supermarket’s app on their phone to see what’s on sale and are greeted by a promotion.
Challenge: Write a promotional home screen for a subscription service that delivers groceries to the user once a month for a flat fee.
Headline: 45 characters max
Body: 175 characters max
Button(s): 25 characters max
My Thought Process
Based on the scenario, the user is busy with their shopping and opens the app to see what’s on sale. They obviously haven’t got much time on their hands. So, it’s more than likely that they’ll close any ad that looks text heavy.
For this reason, I chose a concise, straightforward, and confident message.
My Solution
I opted for a pop-up as the goal is to capture the user’s attention for a moment, not disrupt their app usage. The user can easily dismiss the message if they are not interested in the offer.
Headline:
“You click, we deliver”
My aim was to appeal to the shopper’s desire for a stress-free experience. So I chose a short, attention-grabbing headline that conveys a sense of ease and convenience. The headline lets the user know that the supermarket can deliver with just a click. This statement, accompanied by the image of a grocery delivery person, immediately communicates the desired message.
Body:
“Sign up now to get your groceries delivered to your door every month for just $20/month.”
I started with the exact action we want the user to take (sign up now), followed by the benefits of doing so. I also took it a step further by highlighting the affordability of the service to make the offer more enticing to the user.
Buttons:
Sign up: When it came to choosing a label for the main button, it was a no-brainer. Considering that the body text already invites the user to sign up, it made sense to use the same key verb, “Sign up,” as the call-to-action. This reduces the cognitive load for the user as they can easily connect the button to the information they’ve just read.
Learn more: For the auxiliary button, I chose the label, “Learn more,” to give users the option of getting more details about the offer before making any commitments. After all, the promotional message is short and doesn’t provide all the information a user might need to make a well-informed decision.
The estimated reading time for the entire promotional message (headline, body text, and buttons) is less than 8 seconds, which is ideal for a busy shopper’s attention span.
