A messaging review for the brain training app, Peak.
In this review, I highlight some questions that users might be faced with given the current messaging, and provide some suggestions and potential areas that could be improved in order to increase Retention, Referrals, Engagement and ultimately Revenue.
Are you looking for a Messaging or Usability Review like this one for your company? Please feel free to get in touch!
2. 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.
3. 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!’
4. Increase Conversion of Paid Users
The 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.
5. 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?
6. Increase Referrals
On 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.
7. 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.
8. Increase Engagement
It 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.
9. 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’.
10. 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.
11. 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.
12. 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?
13. Conclusion
Throughout 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
@LiamNolan90
uk.linkedin.com/in/liamnolan
