Microcopy: It's Small but Mighty

As a UX designer, and someone highly involved in conversion rate optimization, it is easy to get caught up in the user research, information architecture, user flows, images and color schemes when crafting the best user experience. However, in this article I focus on another component to UX that is too often overlooked and has a significant impact on CRO. I am referring to microcopy.

This week, as part of CXL’s Digital Psychology and Persuasion Minidegree, I learned about the psychology of communication and pricing. Jen Havice, a conversion copywriter, outlines the big “disconnect” between what marketers say, and what their customers what to hear. She outlines three ways you can correct much of this disconnect: researching, revealing, and retelling. Jen’s advice on creating copy that persuades is relevant and insightful. But, since I view things through the lens of a UX designer, I’m more interested in how tweaking the small stuff, like the tiny bit of copy next to the credit card field can impact conversions. Thus, I shall concentrate on how microcopy impacts UX.

What is Microcopy?

Microcopy is everywhere. It is the term describing the small bits of copy and phrases on a product’s interface that enhance the user experience, add personality & have the ability to reduce friction and get people to take action. It appears throughout an app or website, serving to guide users, help them understand functions and complete tasks.

Without noticing it, people see microcopy all the time. Think of warning signs on an app for example, or the default text that appears within a search bar before typing a query. You’ve also seen it used in calls-to-action encouraging us to sign-up for a newsletter, explanatory text on an online form, and loading text, where it often appears alongside an engaging animation.

Whenever the user has to share some personal information or make a payment, microcopy normally follows them and either gives extra instructions or explains what might have gone wrong. Consider this Netflix example.

The more information your website collects, the more doubts users may have. For example, I often wonder why I’m asked certain questions, e.g., my mobile number. In a usability study by Baymard Institute, they learned that customers felt as though their privacy was being invaded when they were required to enter seemingly unnecessary personal information without any further explanation or help.

Every single person in the study complained at some point that some part of the process asked for too much personal information. What was interesting however, was that users were far more forgiving when the reason why the information was necessary was clearly visible around the form input.

Here is where Microcopy can help. Try either making these fields optional, or explain why the information is necessary, either next to or below the form field. Test it and see what it does for your conversions.

Why Microcopy is important?

Microcopy can influence a user’s decision to convert more than a catchy headline or body copy. Why? Because it’s closer to the point of conversion. Microcopy has the power to subconsciously shape our experience of a product and play a role in affecting a user’s perception of your brand.

Good microcopy not only explains what to do and where to go, it also ensures smooth navigation, and provides a sense of success when achieving a desired action (for example, after creating an account or making a purchase). These little moments of delight make all the difference when it comes to a user’s experience on your website or app.

Consider what it looks like if Facebook removes the text “What’s on your mind, %name%” from the homepage. How does it make you feel about interacting with the app?

Without those five little words, Facebook loses a personal connection with its customers. The conversational tone and direction provided by the Microcopy offers a human element to the app. You feel like an old friend has asked you how you are doing or what's going on with you today. Removing the text makes it feel like just another piece of software.

Similarly, yelp uses microcopy to give the user a very subtle call to action.

By providing examples of what the user might like to search for, Yelp makes it obvious how visitors can use the site to their advantage.

How can Microcopy impact conversions and UX?

To develop high quality microcopy, you first have to understand your users. Every company has its own language that often sneaks into the website and overall user experience. Never assume that what works for you will work for the user. You must check that your microcopy is not too internally focused – or confusing for that matter.

To do so, listen closely to the words and phrases users say during usability testing. How do they describe their actions? What inflection is in their voice as they read your microcopy? Did they pronounce a label or term with a question in their voice? Have your moderator go back and ask testers if they understood the terminology used.

You have to learn the language of your user’s and how they describe their actions. Remove any technical jargon. Talk to your users in their terms they understand and make it conversational.

Microcopy can be used in a variety of places to enrich the user experience. These include:

• 404 pages
• Loading pages
• eCommerce checkout pages
• Confirmation pages
• Welcome messages
• Error messages

As with most things, it takes testing to find where your microcopy will have the greatest effect. One area, considered the “moment of truth” in the user experience, especially when it comes to eCommerce sites, is the checkout process.

In fact, research performed by the Baymard Institute states that 68% of users, after adding items to their cart, then choose to abandon their purchase. Microcopy is critical to remove as much friction as possible.

Lululemon is a good example of placing simple Microcopy in the checkout flow. The company lets users know why their phone number is being collected, and that tax will be calculated at the next step. At each stage of the checkout process, users know what to expect and are not hit with surprise charges on the last page.

Including text as simple as “you can review and confirm your order in the next step” can go a long way in establishing trust at the most critical point during the buying process.

Takeaways

• One or two words (or phrases) can have a huge business impact. Good Microcopy can increase conversions and revenue.
• Each word in the UI has a distinct job – if it is n’t associated with a distinct job, get rid of it
• Align microcopy with your brand identity – how do you want users to feel?
• Make it conversational – you are writing for real people, make it casual, approachable and friendly
• Keep it clear and concise – this doesn’t always mean ‘short’. It must provide value.
• Be helpful – one of the main goals of Microcopy is to guide users through the product so they feel confident to take the desired action.

I think the Neilson Norman Group explained Microcopy best when they said:

“Well-written microcontent, when presented at the right time, can draw people in, emulate a courteous customer-service agent, and humanize the user experience. When the usability of your interface is not perfect, microcontent can step in and help save the day, leaving lasting positive impressions.”