How Microcopy Plays An Important Role for Better User Experience
UX designers and digital marketers generally pay more attention to long-form content on the websites.
As a result, the content on the about page, service pages, and blogs become the priority.
Do you know, “There’s another aspect of the website that professionals miss?”
Microcopy!
Microcopy has a lower word count and takes less space. However, when you view the overall website, these may seem trivial.
But users find them useful.
According to Zendesk, 50% of customers will switch to a competitor after one bad experience.
So, with proper microcopy content, you can give a better user experience to the website visitors.
In this article, we will see what microcopy is and how it provides a smooth user experience.
Keep reading!
Introduction to Microcopy
Microcopy (also known as UX microcopy) is the print-sized content available on websites, applications, and products.
They are tiny bits of content that share a story of what users have to do, focus on user concerns, etc.
The microcopy content becomes essential only when you get into the shoes of the users.
You’ll discover the places where little sets of words can convince the user to perform some actions on your website.
So, even though the website design may have all the glitz and glam to attract the user.
These microcopy contents will convert prospects into customers and perform the desired action.
Here are a few common microcopy content types:
- Buttons
- Thank you pages
- Captions
- Cookies information box
- 404 pages
- Error messages
- Text that goes at the bottom of the sales page
- Tooltip
And more.
The more you improve your microcopy content, the higher the chances of retaining the leads.
Check the below image from Adobe’s Acrobat page.
I have marked the microcopy content that encourages users to download the Adobe Acrobat reader.
Source: Adobe
Many companies use microcopy on their pricing page. For instance, instead of using “Get Started,” they use “Get Started (no credit card required).”
Marketers know that users will subscribe to the software by giving a free trial without any credit card information.
How is Microcopy Important for Smooth User Experience?
Effective microcopy has the potential to provide what the user is expecting.
When a user is going through any website or application, they have many questions in mind.
Microcopy should aim to answer these questions with little instructions.
It should generate communication between the user and the interface. Only then it will lead to an increase in engagement and conversions.
Here are some of the reasons you should start focusing on microcopy content.
1. Builds an Emotional Connection
An effective microcopy will talk the user’s language. The interface should quickly bond with the user through such content.
Microcopy helps educate the user about the brand because the brand building is crucial from a digital marketing perspective.
When users learn about the brand, they tend to become loyal customers for that particular brand.
So, if your brand is friendly, try to use a funny slogan microcopy. If you can put a smile on your user’s face with these texts, it’ll help in better engagement.
The user will also get accustomed to the brand’s personality.
The emotion type should depend on the brand’s style and what your users want.
You have to optimize your user experience to drive effective results and create an emotion to go through while using the application or website.
So, you can create the microcopy for each stage accordingly.
Source: Uber Eats
Uber Eats used microcopy at the search bar placeholder, where they say, “What are you craving?”
When you visit a restaurant or any food site, crave is the most intuitive word for everyone.
2. Provides Clarity
Users make quick decisions when they are on your website or application. If you aren’t clear with your message, they will abandon the website instantly.
Microcopy can help reduce that.
With compact and clear messages on different website elements, you can easily divert the user’s mind.
It helps in stopping users from leaving the website.
It’s a failure for UX designers if they are unable to retain the users.
So, there is a need to include a clear microcopy all over the website or application.
There are several reasons why users abandon cart, unsubscribe or never revisit the website:
- Complicated messages.
- Unclear charges.
- Inadequate product or service information.
- Uncertainty with the product delivery process.
- Too long forms.
- Too much jargon.
So, adding these clear messages assures the users that they are making accurate decisions.
Source: Amazon
Amazon does a great job with microcopy. Their microcopy contents keep the user hooked with various assurances.
For instance, it shows messages about what it is doing after a user clicks on a button.
Similarly, there are contents below and above the buttons to guide users.
Users experience anxiety when they are clicking on the buttons. A microcopy text can diminish this by providing information about the following action.
3. Provides Transparency
The digital world is full of security and privacy issues. In addition, users may find your website fishy when there is a lack of content.
So, you have to leverage your UX design and microcopy to convince your users about security.
When you ask to download something or do a transaction on your website, users may be suspicious.
Most of the users leave the website midway during a transaction fearing online theft.
So, instead of giving all the information about authenticity, you can take advantage of an efficient microcopy.
A few words of what goes behind the scene will help the user complete an action on your website.
But you should be careful about divulging too much information about background work.
Instead, try to give little hints and assurances to your users.
Source: Netflix
Netflix uses its microcopy to tell what will happen right after the payment. It shows their transparency.
4. People Take Actions
Every UX designer’s goal is to get users to perform actions on the website or application. A microcopy can help with that.
It pushes the users to engage with content and complete tasks.
Generally, people are doubtful whether they should take any action on the website.
A friendly message to perform it makes people rethink and complete the expected task.
For example, eCommerce websites generally provide microcopy content for users abandoning carts.
It helps the users rethink and look for more stuff on the site.
Source: Barnes and Noble
The above image is from Barnes & Noble, an online bookstore collection website.
When a user has an empty cart, it uses the microcopy to remind you that there’s free shipping on orders above $25.
So, these little pushes help to deliver UX design goals.
5. Instruct Your Customers
There is no denial about how much people are concerned about their privacy and security.
There is something that rings a bell in the back of people’s heads every time they fill any sign-up form or checkout form on the website.
However, it can be easily assumable if the website instructs the prospects.
For instance, Modcloth assures its users by providing brief information about the field in which users might get worried.
Source: Modcloth
Ready to Tweak Microcopy on Your Website?
No matter how attractive and user-friendly a website you have, it all comes down to an appealing microcopy.
Without them, it won’t be easy to retain most of the website visitors.
Website visitors generally abandon when they feel disconnected from the website.
Engaging microcopy content here and there will help them to stay and take action.
With proper user journey research, you can find the places to add these contents, which will propel the conversions.
You’ll have more users subscribing or completing transactions on your website when you get the microcopy right.
So, tweak your microcopy contents and comment on the hike you get in conversions in the comment box below.
