Messaging Reviewby

Liam Nolan

Twitter:LinkedIn:

@LiamNolan90uk.linkedin.com/in/liamnolan

Peak is a brain training app that combines the science of consistent and deliberate practice with the fun of short and stimulating games.

Find out more at www.peak.net

In this review, I have included a selection of screenshots taken whilst using Peak.

I have highlighted some questions that users might be faced with given the current messaging, and provided some suggestions and potential areas that could be improved in order to increase Retention, Referrals, Engagement and ultimately Revenue.

Increase Retention“Exercise your cognitive skills” isn’t a very compelling CTA.

What does it actually mean? Why does it benefit me?

Consider focusing on the need for consistent practice to see long term benefits.

Are you able to tailor these messages to the specific workout for that day? E.g. ‘Today’s workout focuses on your mental agility - you’re only one game away from graduate level!’

Increase Conversion of Paid UsersThe messaging around upgrading to Pro focuses too much on features rather than benefits.

How does playing more games help my progress? Is playing two different Mental Agility games more beneficial than playing the same one twice?

This screenshot could be a good opportunity to show an example of insights that users would get access to if they upgraded.

This is another example of selling features rather than benefits.

What performance statistics do I unlock with Peak Pro and how could they help my progress?

Increase ReferralsOn tapping ‘Details’, I feel the messaging for this offer isn’t quite in line with WHY I might use it.

I’m not inviting a friend because I ‘Love Peak’, I’m inviting them because I want a trial of Peak Pro to see if it’s worth upgrading.

Is this simply because I haven’t been sold the benefits of Peak Pro well enough?

Also, should this offer it be easier to find? See next.

Here you can see ‘Upgrade to Pro’ and ‘Want Peak Pro for free?’ in the same menu.

Which route would you rather users take? Are you focused on paid conversions and revenue growth or referrals and user growth?

The fact that ‘Want Peak Pro for free?’ is so buried in the menu suggests you would prefer users not take this offer.

If so, consider removing it from the menu and using it elsewhere. For example on the following screen.

Increase EngagementIt would be interesting to see the results of a test which flips the messaging of this page to focus less on interaction and more on comparison.

E.g. Rather than ‘Challenge’, ‘Train with’, ‘Play with’, trying ‘Compare’, ‘How do you match up?’ etc.

Also, ‘We won’t spam your friends, promise’ may not be convincing enough. I want to be sure that you’ll never post anything on my profiles without my permission.

The scoring is slightly confusing and lacks any explanation.

Will my ‘Peak Brain Score’ still increase every time I play even if I don’t improve my scores within the games?

Is it possible to ever get to 1000?

At my current rate of improvement how long will it take me to reach my Peak potential?

Is it possible to use this as incentive to upgrade? E.g. ‘Improve your Peak Score quicker with Pro’.

I find myself consistently coming back to this comparison map after each workout. However, I’m not sure I fully understand it.

What does this comparison mean? Is this user not as intelligent as the rest of users in this age group, or have they simply not played as many games?

How would upgrading to Pro help the user improve their Brain Map?

Consider adding a line above the footer explaining the above, and then maybe even splitting the footer in half, with ‘Share your brain map’ on one side and a CTA to upgrade on the other.

It looks as though this user is doing well in every category except ‘Emotion’. However, this is actually because games from the Emotion category simply haven’t appeared in the workouts as often.

Could this be used as an incentive to upgrade to Pro?

E.g. ‘Looks like your ‘Emotion’ category is falling behind. Focus on improving specific categories with Peak Pro.

Is this page related to the above in that you can target specific categories?

If so, consider clarifying this. Could you link it directly from the previous page?

ConclusionThroughout this review I have highlighted areas and outlined suggestions to help:

- Increase Retention by testing notification copy

- Increase Referrals by testing the Invite offer messaging

- Increase Engagement by clarifying scores and visuals

- Increase Conversion of paid users by:

- Focusing on benefits over features

- Tailoring messaging to user performance

Are you looking for a Messaging or Usability Review like this one for your company?

Please feel free to get in touch!Email: Twitter:LinkedIn:

liam@liamnolan.co@LiamNolan90uk.linkedin.com/in/liamnolan