Elevating CTA In-App Purchases: Two-Dots

Julie Park

UX Writer
UX Copywriter
Figma
Jasper

Project Overview:

Two Dots is a sleek and stylish puzzle game known for its challenging levels and minimalist design. To enhance engagement and boost revenue, I refined the in-app purchase experience by crafting compelling CTAs that guided players toward making informed and timely purchases.

The Challenge:

Engagement and Revenue: The existing CTAs lacked urgency and clarity, leading to missed opportunities for in-app purchases.
User Clarity: Players needed clear, actionable messaging to understand the value and perks of making purchases, especially time-sensitive deals.
Alignment with Style: Any updates had to seamlessly integrate with the game’s polished and minimalist aesthetic.

My Approach:

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.

Results:

Increased Engagement: Early analytics suggested improved user interaction with in-app purchase screens.
Boosted Conversion Rates: The optimized CTAs encouraged more players to explore and complete purchases, contributing to a measurable uptick in revenue.
User Feedback: Players expressed appreciation for the clarity and perceived value of the deals, which fostered trust in the purchasing process.

Why It Matters:

This project demonstrates my ability to blend strategic UX writing with business goals. By crafting compelling CTAs that aligned with user needs and the game’s design, I helped create a seamless experience that drove both engagement and revenue.
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