Sqore

Sqore helps higher education institutions market their programmes to international students. With their lead generation tool, potential students are captured as leads when they complete a quiz that has been distributed through various channels such as social media, newsletters etc.

I was the first (and only!) copywriter in the team. My role did involve writing marketing content, but I was also tasked to work on the product. I collaborated with the different teams, and focused on writing interaction copy that is clear, understandable and useful.

One of the first projects we set to work on was to refresh the tone-of-voice and update some of the strings that made up the quiz. Together with the design and product team, I participated in the full process - from user research to implementation and optimisation.

Through this effort, we decreased drop-off rates in critical stages by at least 10%.

“Answering multiple choice questions with a timer is scary, am I about to take a test? Will I be applying to the school through this form… and why is the school asking me to still submit more documents after I have completed this test? This is too stressful, I’ll just leave.”

After

Problem:

Large volumes of users were being funnelled into the landing page of the quiz, but there were large drop-offs leading to a low conversion rate.

Through user research we discovered that users had found the copy to be quite long to read, and were mistaking the quiz to be an application form for a university programme.

My recommendations:

(1) to change the tone of voice to something more relatable to students and contextualise why they would want to complete the quiz.

(2) to differentiate between the client and Sqore so that users have clearer expectations on what will happen next.

Learnings:

Although the copy had excessive exclamation marks for a while, the project did lea to a lower drop-off rate.

We also endeavoured to find better ways for design and copy to collaborate and iterate faster. Today, I find that working on Figma is one way to solve that problem.