Boosting User Engagement

Challenge

Exploring viewpoints of existing and potential users of financial apps to assist a well-known financial app brand in effectively promoting its core features against key competitors.

With a plethora of financial apps on the market, our client recognized the importance of emphasizing their best features to both existing and potential users. They approached us to conduct a study to determine which of their five concepts, including a competitor concept, generated the highest appeal, brand fit, impact on brand affinity, and call-to-action.

Approach

We conducted an online monadic concept test, fielded among financial app users, to collect segmentable data for each of the five concepts tested. We looked at various breakdowns of our target sample including levels of app engagement, age, income, and financial standing to fully embody which concept hit the mark with our core groups of interest.

Outcome

Our analysis identified the most optimal concept from the competitive set, providing our client with the necessary assurance to confidently highlight features that held the greatest appeal for users and prospective users.