Are you a sports fan?
A scientific approach to proving that words matter
For the Google App
For mobile web
For the experiment for the Google App, all but one of the seven string variations performed better than the control string. Four led to increases in “good interactions,” which are clicks with a duration of at least 20–30 seconds in which the user doesn’t perform any interaction outside of that content. The best performer – “Are you a Lakers fan? Add a shortcut to your home screen to get here quickly” – experienced about a 34% increase in both interactions and good interactions.
Three strings for the Mobile Web experiment saw increases in good interactions. “Are you a Lakers fan? Add a Google App shortcut to your home screen to get here quickly” (an adaptation of the app’s top string) remained in the lead, with a 26% increase in interactions and a 44% increase in good interactions. An even more telling measure of performance is when the ratio of good interactions to interactions is positive — in other words, good interactions increased by a larger amount than the interactions overall. These Mobile Web variants performed remarkably well by this success metric. The strings were also translated – using detailed message descriptions that I wrote for them – into about 50 different languages and they saw increased engagement in dozens of those languages.