I am a motivated person looking to improve my financial situation I am trying to find an effective yet convenient solution that can help me achieve my goals But it's hard to tell what is best for me because there are so many options available Which makes me feel overwhelmed and unsure about how to move forward
Approach
Keep the content short and conversational. Be pithy, engaging, and persuasive while elevating Mint's biggest benefit: simplifying money management. Leverage existing research to write several different home pages, each with a distinct strategy to test with users.
The Process
Since the entire Mint app was getting a redesign, we wanted to give the homepage a makeover as well. This was going to pave the way for social ads, commercials, and so much more.
We spoke with existing customers to learn why they love Mint and used that as guidance to build the new look and feel. I went through 5 different rounds of content iterations and tested the language with over 2,000 prospective and existing customers.
Zone A Knowing that customers mainly read headers, I knew that the headline for the Zone A would be the most important content on the entire site. It would either reel them in or send them packing. I wrote and tested 7 different headlines. Some were inspirational and emotional, while others were more tangible and had marketing claims. After the first round of research, I reduced the headlines to 4 and put them into quantitative research where we found a clear winner.
Zone B This was home to our features carousel. This section was a bit tricky to write since there are various ways customers could see these features.
So how did I figure out the best language to use here? I asked our customers! We showed them the content and told them to highlight phrases that they liked and those that they didn't. This served as guidance to craft the winning language.
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Whether you're looking to create a seamless in-app experience or need marketing collateral, I can help.
