This is part of the 15-day UX Writing Challenge presented by Daily UX Writing.
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
Tasks & Goals
So we’re given a task to write a promotional copy, similar to our sports app challenge, that promotes a subscription service that delivers groceries to our user once-a-month for a flat rate.
I’m not exactly sure if flat fee here means that the fee covers the:
- monthly cost just for access to the service
- total cost of the order
- cost of delivery fee
These are important questions because we need to present accurate information to our user.
Now, I’m just going to make an assumption and say that flat fee refers to the total cost of the order. This is because if the only convenience that users get from a monthly subscription is groceries are delivered to their house once a month, and they still have to pay for the total cost of the order, they might as well just get the groceries themselves because they may save money.
Sure, users can save more time but from a consumer perspective, consumers often care more about how much money they’ll save as opposed to time.
Plus, the fact that the user is on the app because they’re looking to see what’s on sale demonstrates that they’re on the app for the purpose of saving money.
A flat rate on the total cost of groceries might make sense from a business perspective as well. If analytics show that average customers spend a certain amount each time they visit the supermarket, the business might feel it’s a good idea to find a nice price point where:
- they make profit on orders that have a total < subscription rate
- it’s not common to have order totals > subscription rate (because ordering too much is limited by factors such as expiration dates and storage)
Concepts & Ideas
Let’s brainstorm how we can approach this copy. Here are some ideas that I think we should consider as to why this might benefit the user:
- save money on large orders
- save time without having to go to the store and search for items yourself
So, here my copy:
*Note: I originally wanted to put “Sign up below!” instead of “Click to learn more!” because our goal is to get users to sign up. However, I think it’s important that users learn more about the service before they sign up. Based on the business goals, it’ll depend on what your stakeholders want.
It’s a really fascinating topic to learn about when it comes to determining which CTA is more appropriate. If you want immediate action, then “Sign up below” may be the way to go. However, customers may often prefer to learn more before committing and may be scared when they see the “Sign up below” button. So a “Click to learn more” may be more inviting.
Some pages even merge the two together where they’ll have a section dedicated to information about the product / service and then a sign up form right next to it.
The header was an attention grabber because who doesn’t want to save time and money on shopping?
In the body of the copy, I wanted to convey the benefits that the user will receive. Since this service is only once-a-month, users may benefit from it if they have a huge list of groceries that may take up a significant chunk of their time to complete. Why not have professionals do it for you while you wait at home? It could be cheaper as well because the total cost could be more than the flat fee.
Conclusion
I enjoyed the brainstorming process of this challenge. Trying to figure out what the flat fee meant in the prompt made me think about the business goals and what the stakeholders wanted from this promotion.
Again, I’d love to hear how’d you tackle this challenge. Also don’t be afraid to let me know how I can improve this copy. Thanks again!
