Peech is a text-to-speech app that transforms reading into an on-the-go experience.
Peech’s existing welcome screen was informative but focused on listing app features. While clear and concise, it didn’t answer the most critical question for new users: “What’s in it for me?”
Our hypothesis: Shifting from feature-focused copy to benefit-driven messaging would better connect with users, leading to improved retention and higher revenue.
"We ran loads of AB tests, and many of them demonstrated the rise in key metrics. I was impressed with the knowledge and experience Applica brought to the partnership."
We crafted copy that aligned with user motivations that we understood from carrying out user interviews, helping them immediately see the app’s value. Here’s how we approached it:
Utilising the JBTD framework, we structured the interviews to dig deep into users' needs and the jobs they wanted to get done.
We replaced the original “features-first” approach with messaging that highlighted benefits—like how Peech helps users multitask or stay informed without stopping their day.
The original welcome screen had a pretty compact, easy-to-read, and informative text that described the main features of the app. The new copy provided more explanation on what the app can be used for but looked almost 2 times longer, which potentially could lead to a reverse effect since people tend to pay less attention to longer texts.
The variant version had more text but it was more user-led
LTV increase
Despite its length, the new version of the text became a definite winner:
The hypothesis hit the spot with the 99.8% confidence result.
Sometimes, it’s not about a complete overhaul - it’s about fine-tuning the details. For Peech, a simple copy tweak on the welcome screen turned into a 30% revenue boost, proving that even small changes can lead to significant results when paired with thoughtful strategy and precise testing.
EF Hello partnered with Applica to bring clarity and structure to their performance marketing efforts. Despite a highly competitive EdTech landscape and major analytics challenges, Applica helped to scale globally and unlock key creative insights for future growth.
