Elevating CTA In-App Purchases: Two-Dots

Two Dots is a sleek, minimalist puzzle game beloved for its elegant design and challenging levels. But its monetization touchpoints—specifically in-app purchase CTAs—weren’t pulling their weight.

I saw an opportunity to rethink the copy, placement, and purpose of these CTAs to:

Drive more IAP conversions

Encourage timely user actions

Maintain Two Dots’ signature clean aesthetic

This wasn’t just copy—it was conversion-centered content design.

Flat Engagement at Purchase Points The original CTAs were generic and easy to skip, resulting in lost revenue opportunities.

Lack of Urgency or Relevance Limited-time deals didn’t feel limited—there was no trigger to act now.

Design Restraints Any new copy had to be razor-sharp and elegant, blending with the game’s minimalist UI.

1. Behavior-First CTA Design

I designed CTAs around player motivation moments—those high-emotion points when players are most likely to buy (e.g. after failing a level or running out of boosts).

2. Microcopy for Purchase Clarity

One problem with IAPs is value confusion. I rewrote descriptions to be ultra-clear:

What the user is buying

Why it helps them now

How long the deal lasts

3. Aesthetic Consistency

Instead of flashy banners or bold buttons, I proposed lightweight text treatments and animations to preserve the brand’s sophistication.

This ensured maximum visibility with minimal interruption—a must for Two Dots’ casual audience.:

Concise and Actionable Copy: Wrote short, impactful CTAs that emphasized the benefits of in-app purchases, ensuring users understood the value they were getting.

Time-Limited Offers: Highlighted urgency through limited-time deals, creating a sense of excitement and encouraging immediate action.

Placement Optimization: Collaborated with designers to strategically place CTAs at key moments, such as level completion screens, to maximize visibility and relevance.

While this was a concept case study, these strategies are aligned with common KPI lifts from optimized game monetization flows:

Click-Through Rate on IAP Offers

Drop-off after level failures

Player sentiment around clarity + fairness

Revenue per Daily Active User (rDAU)

This case study shows how UX writing isn’t just about tone—it’s about timing, trust, and triggers.

When players are primed to act, the right CTA can:

Reduce decision fatigue

Build trust in the product

Support game goals without breaking immersion

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