. How Simple Changes in Wording Doubled Our Payment Conversion.

In the previous post, I shared our most effective traffic source for the bot. Now let's talk about working with the product.

Like any nutrition tracking app, Forma+ for a long time offered the user to choose a goal: weight loss, muscle gain, or weight maintenance. However, we then noticed that 95%+ of paying users chose Lose weight.

We decided to keep only one goal and change the wording in all initial communications with the user — the bot began to position itself not as a nutrition tracking tool, but as an AI assistant for weight loss. This way, we started better conveying to target users that we would help them solve their current problem. But we had to discard segments we hadn't learned to work with.

Around the same time, we saw another potential problem in our communication with users.

Among paying users that my partner interviewed in customer development, there was not a single one who didn't understand why they needed to track nutrition. Our product was well purchased by those who had previously used FatSecret or similar apps.

At the same time, from conversations with users who did not pay for the subscription, we noticed that they didn't fully understand why they needed nutrition tracking. If a person lacks knowledge about how tracking calories and macros affects their physique, they don't understand why they need our product and, accordingly, don't pay.

So we added educational messages about how calorie control = weight control, and macro balance control = weight loss without hunger and a healthy body.

As a result, two simple adjustments that took no more than an hour of development doubled our conversion rate.

This case shows how important it is to tell users that our product solves their problem and show how it does it.

My channel: Ilya Kramnik