Conversions. The term that either gives us a tremendous headache or makes us laugh out loud. We’ll be able to experience the latter with the correct skill set and a pinch of luck.
What’s the first step on the way to online conversion success? Microcopy that caters to the needs of the user!
Consider user experience (UX) to be a flower container for the plant conversion rate. Every flower now begins as a small but potent seed. Our flower begins with microcopy before it blooms.
Table of Contents
What Exactly Is Microcopy?
Microcopy refers to the small chunks of copy that appear in the user interface (UI) and assist users in taking the appropriate action and interacting with the product or service.
Writing captivating UX content and microcopy, even for premium online marketing companies, is one of the most difficult tasks. What is the reason for this?
It appears to be nothing more than words at first glance, but putting enough energy into them produces amazing results.
Excellent microcopy motivates users to take action and contextualizes their experience.
Quality UX content and microcopy tell a compelling brand story and, more significantly, anticipate and solve your users’ problems while eliciting an emotional response.
By no means is microcopy a novel concept. Ernest Hemingway, a literary master, won a bet by demonstrating that he can write a whole and thought-provoking novel in only six words!
“Baby sneakers are on sale. Never been worn.”
It’s brutal, but that’s the idea of microcopy. With a novella titled “The Old Man and the Sea,” he earned the Literature Nobel Prize for efficiency and conciseness. It will take the average reader less than an hour and a half to read through it.
Getting to Know Your Client
Hemingway began his career as a (war) journalist, when he could hear people’s reactions to his work before the ink had dried. That input paved the route for success.
What is the significance of feedback? Many firms, understandably, begin by altering UX components when optimizing a website to enhance conversions. They do it, though, without ever involving the user.
Two authors are required for good microcopy. So, how do you involve the user, the second author?
It’s simple: conduct usability testing and send an engaging survey to your users, informing them that you want to improve their on-site experience. To effectively communicate your message, use some of the tried-and-true psychological tactics.
Where Can Microcopy Be Used?
Users are compelled to do a certain action, such as purchasing a product/service, starting a trial period, or signing up for a newsletter, by using Calls to Action (CTAs).
CTA microcopy must be short, concise, and action-oriented, regardless of whether you utilize buttons, links, or icons. It should eliminate any friction or impediments that visitors may encounter prior to clicking.
A decent CTA microcopy lowers stress and worries about getting spammed, losing data, hidden charges, identity theft, and so forth. The list could go on and on. Explaining why you require the information is the greatest method to prevent alarming others.
The same can be said for online microcopy.
Stick to the user’s expectations. They must understand what will occur after they click/sign up. They won’t do anything if they don’t have to. Instructions for the buying procedure, for example, are not the best location to exercise your imagination.
Users may not pay much attention to menu copy, but trust us when we say that they can tell when something isn’t up to par. Because the menu is prominent, it’s better to utilize single-word commands (Home, About, Download, etc.) to avoid any ambiguity. You do not want your guests to become disoriented.
The first step is to recognize your own voice and tone. They influence what you write, how you write, and, most crucially, for whom you write.
Your company’s beliefs and mission are reflected in your brand voice. Depending on the context and the demands of your consumers, it might be formal, amusing, or straight to the point. Because your users are unfamiliar with your company’s internal lingo, be careful not to utilize it.
It’s best to write in a conversational tone. As humans, we unconsciously anticipate digital things to behave similarly to humans. We’re easily turned off if this isn’t the case.
The language we use on a daily basis has become more dynamic. To make it easy to grasp, it uses short sentences and common words. It also has a better flow.
Going over your company’s brand plan is the greatest approach to figure out your voice and tone. Consult your marketing department, do interviews with the company’s top executives, and conduct research on your target market to better understand their demands and patterns of behavior.
Your users want to be understood, whether they realize it or not. They want to see that you can relate to them and empathize with their situation. Acknowledge their emotions and concerns. Demonstrate your concern.
Respond to your users’ concerns, assuage their fears, and comfort them.
The easiest method to exhibit empathy is to be efficient, straightforward, and consistent with their time, or lack thereof.
Microcopy Should Be Simple And Efficient
When it comes to getting your users to take action, simplicity is key. Don’t annoy them with verbose sentences; instead, communicate your message quickly.
It’s not a good idea to flex your writing muscles. That’s why we have blogs.
People’s lives are made easier by efficiency. Keep in mind that little is more. Sentences should not exceed eight words in length. Three is the ideal number.
Identify duplicate material, reduce duplication, and focus on the most important details.
Use lists, subheadings, and links to make your microcopy easier to read. Users can always click on them for further details if they want more information.
Highlight the Advantages
You need to tell your prospects what they’re getting, what they may expect, and how your product/service works to complete the trip and transform them into customers.
Tell them how deep the gold is buried if you expect them to dig. Prospects are called that for a reason.
Make it obvious why they need to do anything and how doing so will improve their experience.
To put it another way, be an honest salesperson and offer your prospects the benefits, not the features. Describe your unique value proposition (UVP) and how it sets you apart from the competition.
Educate Users
The user interface should be functional, practical, and natural-feeling. However, user education is not as common as it could be.
The beauty of microcopy is that there’s always room to inform and engage your users with useful information, fun facts, social proof, platform numbers, and more.
Elements of Microcopy and Design
We can’t deny that visual aspects have an immediate impact on users. Visual information is processed five times faster by the human brain than written information.
When words are combined with images, however, the effect is amplified. A few well-chosen words can enhance the powerful image even further.
Microcopy must be used into your design in order to produce a highly engaging website with elements that precisely compliment one another.
Make The Users Feel Safe
A successful conversion is usually the crowning glory of good UX. Many people, however, become stuck throughout the payment procedure.
When it comes to parting with their hard-earned cash, users consider twice. They’re also asked to hand out sensitive personal information like credit card numbers.
When users give you sensitive information, they want to feel safe. As a result, you should include text on your payment page that guarantees a secure transaction.
To portray a sense of security, it’s also a good idea to include social proof and components like lock icons or SSL symbols.
Conclusion
The conclusion is the same as before. Microcopy’s purpose is to improve the user’s experience. It functions as both a guide and a brand representative.
Make the most of your words because they have the ability to convert. It’s best if you utilize as few as possible.
