The challenge

Come up with ideas on how to improve the opt-in rate from a copy perspective.

The context

I was asked to have a go at making a few recommendations for this particular screen in the account opening journey. Preferably within the same day so we could roll it out with the next update.

Of course, a few UX tweaks probably wouldn’t hurt, but we were on a time crunch.

The solution

  • Make the benefits the focal point of the copy
  • Identify which words the customer might feel negatively about and rephrase them
  • Emphasise a freedom of choice
  • Add a little FOMO (fear of missing out) to the opt-out copy
A few other options that were put forward before we nailed down the final version.

The outcome

We saw an improvement of at least 19% within the first few months, just by changing the copy.