Improving Products with Microcopy
Small words can make a big difference. The small words and sentences that accompany users in their actions in the digital product or service are part of the use and sales process. When they are accurate, they improve the user experience, strengthen the purchase decision, and ensure that customers are satisfied and will return to use it.
What is Microcopy?
Microcopy (in English: UX Writing) are the words and sentences scattered in the interface of digital products and services – such as websites, applications, CRM systems, and so on – that are directly related to the actions of users. Microcopy includes the texts within the user experience:
- Pre-action prompts – action instructions, tool tips
- Action instructions – error messages, input field instructions
- Post-action responses – thank you screens, shipping confirmation message, order confirmation email
- Marketing content that is not directly related to the actions performed by the user is not considered microcopy.
The purpose of microcopy is to help users use the service or product and get the most out of it. Its role is to improve usability and help users complete actions in a simple and smooth way.
Microcopy is based on the perception that words have power. When it is good, it increases sales and conversions by creating a seamless and continuous sales process and strengthening the user’s purchase decision, while strengthening the relationship and emotional connection with the brand.
Imagine you walk into a clothing store and the salesperson follows you around, constantly offering you to try on the new collection and never stops talking about how well the items in the store will suit you. It is likely that this will only make you want to run out of it quickly. On the other hand, if he just greets you when you enter and gives you the feeling that he is here to answer questions, the chances are that you will complete the purchase process more likely.
Similarly, microcopy in a digital product should also lead users. A good product or service sells itself and the role of microcopy is not to convince the customer to buy but to improve the shopping experience and guide them through the process.
Write in a Human Way
Good microcopy will make users feel like they are talking to a human when they interact with your digital product or service. Here are a few tips that will help your product or service communicate or feel like a human:
Write like you talk
If you want users to feel like they are talking to a human and not a robot, write like you talk. Write warmer, more personal texts that users can easily understand. This will help them connect with your brand and product.
No highfalutin words
Use the first word that comes to your mind, it is probably the most appropriate word to use. If you start looking for synonyms, you are not on the right track. For example, instead of: “Check your inbox to verify your identity,” write: “Click on the link sent to you in the email.”
Keep a clear tone
Your brand should have a consistent, unique, and clear tone. This tone should be reflected in all the texts you write, including microcopy. Always check if the texts are appropriate for the brand’s unique tone and language, if they sound like you would want your brand to sound.
The texts in your digital product or service are intended for a wide audience, and that’s how they should be written. Write simple and clear texts, without local slang or too niche words that only you understand. The goal is for everyone who reads them to understand them in the same way.
A sentence that sounds natural to a techie may not sound good to another user who is not sure they understand all the references and technical terms. Remember this when you write. This is especially true if your audience is an international audience.
Avoid clichés
Microcopy should be concise, short, and accurate, without clichés or exaggerated descriptions. There is no place for words and phrases like “the best,” “magical,” or clichés like “forget everything you knew about …” and so on in microcopy.
Big words and far-reaching descriptions will not create affection for the product or service in the user. Your users have already heard and seen it all. At best, your users skip over such expressions and at worst are embarrassed by them. They are not believable and have no real meaning for them.
As mentioned, the goal of microcopy is to accompany the customer on their journey through the site. Everything you want to say with big, inflated words can be said in simpler and more accurate words, it will even save you valuable space.
Write short and accurate texts. Let’s face it, most users don’t read all the text that appears in front of them, at best they skim it. In order for the texts to serve the purpose and improve the product, make sure to present only one message at a time in a short and concise way and only when it is really needed.
Put the users at the center
Focus on presenting to users the benefits of the product and the ways in which it will make their lives better or easier. Users are interested in knowing what the product or service can do for them, how it can make their lives better or easier. They have very little interest in stories about the way the company did it or the technology you use.
The texts should present to users the benefits of the product or service and less its efficiency or how hard you worked on it. For example, a camera brand can talk about the advanced technology and physics that make their camera lenses particularly amazing, or it can talk about clearer and sharper images. What do you think users would be more interested in?
In conclusion
You have invested a lot of resources to create a good user experience in your digital product or service, don’t forget that even the small words and sentences that accompany users in their actions can make the experience better and smoother. Good microcopy will make your users feel that you thought of every detail, that you put them at the center and will lead to the strengthening of their connection to the brand.
