As a Senior Copy & Content Strategy consultant for Pinger, I worked with the team to audit existing product experiences and marketing communications to help improve open rates, user engagement, conversions, and retention using creative conversion copy.
Pinger Brands
Product copy &
content strategy
Every word matters. Explore a few examples of my in-depth, detail-driven approach.
ORIGINAL
OPTIMIZED
Goals
• Create urgency by highlighting consequences of inaction
• Increase OR and CVR for push and in-app message
Solutions
• Create curiosity in the push headline to encourage opens
• Weave risk into SMS description to promote opens
• Updated to “Do you still want your number?” to increase opens
• Encourage action in the image copy
• Explain why the user needs to take action, prior to recycling the number (previous users weren’t being informed that their number would be recycled.)
• Personalized the CTA copy
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Welcome Journey
The goal of this journey refresh was to increase user engagement and encourage actions that resulted in long-term usage.
To achieve the above, I:
1. Playful preview copy to generate excitement
2. Clearly stated feature summary in preview copy
3. Clear CTA copy for increased action
UX Copy for iOS 18 Users
The iOS 18 update introduced challenges for the brand because it put key app features at risk of being disallowed — like caller ID.
We needed to clearly convey a complex concept and inspire an action — in just 3 lines of copy.
My goal was fourfold:
1. Give just enough information about how the new update would affect the user’s experience
2. Make the desired action very clear
3. Make the consequences of not taking the desired action clear
4. Relieve concerns around privacy and security to decrease friction
This new update also threatened to prevent users from being able to add or view contacts in the app. As a result, we incorporated alert messaging across various touch points to provide additional opportunities for the user to update their permissions accordingly.
