Driving User Adoption: How UX Writing Improves Onboarding in Fintech Mobile Banking Apps

Driving User Adoption: How UX Writing Improves Onboarding in Fintech Mobile Banking Apps
Photo by Duncan Meyer / Unsplash

Mobile banking is one of the fastest-growing segments in the fintech industry, with more than 2.5 billion users expected by 2024. However, attracting and retaining customers in this competitive and dynamic market is not easy. You need to provide a seamless and engaging user experience that convinces them to download, sign up, and use your app regularly.

Enter UX Writing. UX writing is the art and science of crafting clear, concise, and compelling content that guides users through your app and helps them achieve their goals. UX writing is especially important for mobile banking apps, as it can make or break the first impression, build trust and loyalty, and increase conversion and retention rates.

In this article, you'll learn some best practices and tips on how to write effective onboarding and activation messages for your mobile banking app. You'll also get real-life examples of how UX writing can improve your app’s performance and user satisfaction.

What are onboarding and activation messages?

Onboarding and activation messages are the content that you use to welcome, educate, and motivate your users when they first download and use your app.

They include:

  • The app store description and screenshots that entice users to download your app
  • The splash screen and loading indicators that show your app’s branding and progress
  • The sign-up and login screens that ask users to create or access their accounts
  • The permissions requests that ask users to grant access to certain features or data
  • The tutorial screens or tooltips that show users how to navigate and use your app
  • The value proposition statements that highlight the benefits and features of your app
  • The push notifications or emails that remind users to complete certain actions or tasks

Why are onboarding and activation messages important?

Onboarding and activation messages are important because they can influence your app’s key metrics, including:

Downloads-->How many users install your app from the app store
Sign-ups->How many users create an account in your app
Activation -> How many users complete a key action or task in your app?
Retention ->How many users return to your app after a certain time?
Engagement -> How often and for how long do users interact with your app?
Satisfaction ->How happy users are with your app?  

According to research by Localytics, only 21% of users who download an app use it more than once. That means you have a short window of opportunity to impress and retain your users. If your onboarding and activation messages are unclear, confusing, or boring, you risk losing them before they even get started. On the other hand, if your onboarding and activation messages are clear, concise, and compelling, you can increase your chances of converting and retaining your users.

For example, Revolut, a popular mobile banking app, increased its conversion rate by 50% by simplifying its sign-up process and adding clear value proposition statements. Similarly, N26, another mobile banking app, increased its retention rate by 25% by adding personalized push notifications that encouraged users to explore its features.

How to write effective onboarding and activation messages for your mobile banking app

Know your audience

Before you start writing, you need to understand who your target users are, what their needs and pain points are, what their goals and expectations are, and how they prefer to communicate. You can use user research methods such as surveys, interviews, personas, user journeys, etc. to gather this information.

Define your objectives

Next, you need to define what you want your users to do in each stage of the onboarding and activation process. For example, do you want them to sign up with their email or phone number? Do you want them to link their bank account or card? Do you want them to set up a budget or send money? You can use analytics tools such as Google Analytics or Mixpanel to track these actions.

Write with clarity

Your onboarding and activation messages should be clear, concise, and easy to understand. You should use simple words and sentences, avoid jargon and technical terms, explain any unfamiliar concepts or acronyms, use active voice instead of passive voice, and break down complex tasks into simple steps.

Create a sense of progress

Users are more likely to continue using your app if they feel a sense of progress and accomplishment. To achieve this, design your onboarding and activation messages in a way that shows users how far they've come and what they've achieved. For example, you can use progress indicators, completion bars, or achievement badges to visually represent their progress and motivate them to continue.

Inject personality and empathy

Mobile banking apps often have a reputation for being cold and impersonal. You can break this stereotype by injecting personality and empathy into your onboarding and activation messages. Use a friendly and conversational tone, incorporate humor or storytelling when appropriate, and show empathy by addressing users' concerns and providing reassurance. Remember, your goal is to build trust and make users feel comfortable using your app.

Highlight benefits and features

Lead with the benefits of your mobile banking app or a particular feature throughout the onboarding and activation process. Show users how your app can make their financial lives easier, more convenient, and more secure. Use compelling value proposition statements that resonate with your target audience and differentiate your app from competitors.

Optimize for different devices and platforms

Mobile banking apps are used on various devices and platforms, including smartphones, tablets, and smartwatches, as well as iOS and Android operating systems. Ensure that your onboarding and activation messages are optimized for each device and platform, providing a consistent and seamless experience across all.

Test and iterate

Don't assume that your initial onboarding and activation messages are perfect. Test different variations of your messages to see which ones resonate best with your users. Use A/B testing or user testing methods to gather feedback and insights. Continuously iterate and refine your messages based on user feedback and data analysis.

Now that you understand the importance of powerful UX writing in improving user adoption and retention for your mobile banking app, it's time to take action. Level up your onboarding messages and boost user engagement with WDIR, the trusted expert in crafting seamless user experiences in FinTech. With our expertise and proven track record, we can help you create compelling onboarding and activation messages that drive conversions, increase retention, and delight your users.

Contact WDIR today and let us help you create a user experience that sets you apart and keeps your users coming back for more.

Remember, the success of your mobile banking app hinges on the first impression and ongoing, smooth engagement with your users.

Invest in powerful UX writing with WDIR and unlock the potential of your app to attract, retain, and delight users in the fast-growing world of mobile banking.