UX Writing #4

Writing to sell a subscription service

This one is quite interesting as the words used can literally make or break conversion for the business.

Let's break down the brief a bit —

Scenario

A user is in their favourite supermarket.

Here the word “favourite” is important as it implies user comes here often. It’s relatively easy to convert a person to a subscription service if they are an existing repeat customer vs someone who is unlikely to return.

They open the supermarket’s app on their phone to see what’s on sale and are greeted by a promotion.

The first part is confusing as to why will anyone open the app to see the sales/discounts when they are already in the store and it is far easier to see what’s on sale right in front of you.

The second part is what we need to work upon. Assuming they open the app, now what can we do for the business.

Challenge

Write a promotional home screen for a subscription service that delivers groceries to the user once-a-month for a flat fee.

Some important points to note —

It’s a subscription service….and not a one time pay per use.

Delivers only once-a-month…though “only” is not mentioned I am assuming that is the case.

Flat fee…this is interesting as it's not mentioned if the order is beyond a certain amount of delivery would be free. Anyways, since we do not know of this let’s work with what we have.

This can also be used as a surprise factor in favour of the user later on in the journey. Let’s say user paid $12 for a 3-month subscription and if the order amount is $100, the store can also give a cashback of $6. So the effective price now becomes $6 for the subscription. An instant delight for the user.

I wish the challenge was more detailed and had some other factors such as time which can greatly influence the experience.

Let’s say a person comes to the store in the evening at around 8 PM, he/she is likely to face traffic to come and hence in such cases home-delivery proposition will look attractive.

A great experience is one which is designed context in mind and it’s important to uncover as many contextual aspects as possible.

Option — 1

Introducing Home-delivery of groceries!

For an introductory offer of $5 per month, get all your groceries home-delivered at a time of your choosing. No more hassle of traffic and parking.

Button-1: Sign Up

Button-2: Later

Option — 2

Forgot to buy something?

Now pre-set your grocery list and get it home-delivered month after month automatically, all for a flat fee of $5/month for a 1-year subscription.

Button-1: Sure

Button-2: No Thanks!

Option — 3

Why come to the store when the store can come to you?!

Now get all your groceries delivered once-a-month as per your convenience, all for a flat fee of $5/month for a 1-year subscription.

Button-1: Subscribe Me!

Button-2: No Thanks!

Option — 4

Introducing home-delivery subscriptions!

Now get all your groceries delivered once-a-month as per your convenience, all for a flat fee of $5/month for a 1-year subscription. First 100 customers only.

Button-1: Subscribe

Button-2: No Thanks!

Option — 5

We cannot do all your chores but we can definitely take care of your grocery shopping chore!

Launching home-delivery — no minimum order amount, delivery as per your time and convenience. Pay on delivery using any of your preferred payment modes.

All for $5 per delivery per month, if you subscribe for a year.

Button-1: Subscribe Now

Button-2: No Thanks!

Let me know if you were the user, which option would make you subscribe to this service.