Out of Milk
The brief:
Here’s a quick project I did for Out of Milk, the most used shopping list app for android. Out of Milk allows the user to create, manage, track, and share fully customizable shopping lists in an easy-to-use app. Users can also keep track of all the items they have in their pantry, so they’re never left stranded, spacing out in a grocery store wondering what to buy.
The challenge: Out of Milk is a free app, but it also offers a subscription service which eliminates ads, provides unlimited lists and shares, and allows the app to cross-sync across any device. I needed a short, effective point-of-sale page that immediately justified the small purchase to the user. Making a sale on a free app is particularly tricky.
My Role:
I leveraged my UX writing and microcopy experience to draft multiple snappy options that would convert to a sale. In the end, my testing found that price comparisons proved most effective. The subscription service charged $1.99 a month at the time.
So what’s a common purchase that isn’t a necessity, yet people justify buying on a daily to monthly basis?
Coffee, of course.
The thought process worked for me. It went something like this: Well, coffee is definitely a necessity for me, but I know I should be making it at home more often. Cheaper that way, right? Whatever, I’m out of the house now—might as well get that quick hit of caffeine.
Let’s see if we can make it work for an app purchase: Well, these ads are annoying and I do rely on this app for my grocery shopping. 2 bucks? Hmm. Oh, that’s true — it is cheaper than the cup of coffee I’m holding in my hand right now. Unlimited lists? That’s convenient since I do have to go back and delete old lists to free up space. Syncing? I could make the list on my laptop and it would immediately sync to my phone. Go for it.
Anyway, here it is:
*Brain says, "click."