Two Dots — Designing Elegant CTAs That Convert

Two Dots is a minimalist puzzle game celebrated for its clean design and calm flow. But its monetization touchpoints — specifically the in-app purchase (IAP) CTAs — lacked spark.

Players were ignoring offers that could enhance their experience and sustain the game’s revenue.

I reimagined how the game presents its IAP opportunities — crafting copy and placements that drive action without breaking immersion.

The goal: design CTAs that feel as thoughtful and refined as the game itself.

Flat Engagement at Purchase Points Original CTAs were generic and easily skipped, creating lost conversion opportunities.

No Urgency or Emotional Relevance Time-sensitive deals didn’t feel limited — there was no reason to act now.

Aesthetic Constraints Any new copy had to match Two Dots’ minimal design language — no loud colors, no salesy tone.

1. Behavior-First CTA Design

I mapped emotional peaks in gameplay — the moments when players are most receptive to offers (for example, after running out of boosts or just before level completion).

By aligning CTAs with these moments, I captured natural motivation instead of forcing attention.

2. Clarity Over Hype

Many IAP descriptions suffered from value confusion. I rewrote copy to answer three user questions at a glance:

What am I buying?

Why do I need it right now?

How long will this deal last?

3. Elegant Visual Integration

To preserve the brand’s sophistication, I proposed subtle design treatments rather than banners or pop-ups:

Gentle text animations instead of buttons

Soft gradient highlights over loud colors

Context-based appearance (no interruption during flow)

Result: CTAs that stand out within the calm, not against it.

While conceptual, this strategy models real-world UX writing and monetization patterns known to increase:

Click-through rate on IAP offers

Retention after level failure (players stay to use new boosts)

Positive sentiment about clarity and fairness

Revenue per Daily Active User (rDAU) through trust-driven conversions

Good UX writing doesn’t just decorate screens — it shapes behavior with empathy.

When CTAs respect design integrity and player timing, they:

Reduce cognitive load

Build trust in the brand

Support monetization without breaking immersion

I don’t just write buttons — I design micro-moments that drive macro-results.

This self-initiated project challenged me to merge business goals with player empathy.

By balancing timing, tone, and transparency, I learned how subtle UX writing can directly impact conversion metrics without compromising user experience.

It’s a reminder that even the smallest words can power the biggest decisions.