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A small copy adjustment delivered a big result, showing the importance of regular product optimisation and understanding your audience's needs.
<case-h3>A welcome screen that needed more warmth<case-h3>
<p>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?”<p>
<p>Our hypothesis: Shifting from feature-focused copy to benefit-driven messaging would better connect with users, leading to improved retention and higher revenue.<p>
"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."
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<case-h3>The approach: copy informed by user research<case-h3>
<p>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:<p>
<case-h3>1. User interviews:<case-h3>
<p>Utilising the JBTD framework, we structured the interviews to dig deep into users' needs and the jobs they wanted to get done.<p>
<case-h3>2. Revised copywriting:<case-h3>
<p>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.<p>
<case-h3>3. A/B testing for validation:<case-h3>
<p>○ Audience: First-time users in the US<p>
<p>○ Split: 50/50 test weight between the original and revised copy<p>
<p>○ Duration: 25 days<p>
<case-h3>The test: a user-centric rewrite<case-h3>
<p>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.<p>
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LTV increase
<p>Despite its length, the new version of the text became a definite winner:<p>
<p>○ A 30% increase in LTV, was confirmed with a 99.8% confidence level.<p>
<p>○ Better initial user engagement, with new users immediately recognising how Peech could fit into their lives.<p>
<p>○ We ran it for 25 days to reach significance at the highest confidence level. <p>
<case-h3>Why it worked: key takeaways<case-h3>
<p>1. Start with benefits, not features: Users care more about how an app solves their problems than about what it does.<p>
<p>2. Small tweaks, big outcomes: Strategic optimisations don’t need to be complex. A minor copy adjustment can drive meaningful results.<p>
<p>3. Test, refine, repeat: A/B testing with a single variable gave us clear, actionable insights, making it easier to understand what worked.<p>
<case-h3>Conclusion: the power of small optimisations<case-h3>
<p>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.<p>
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