We already know the impact of words on user behaviours. Headlines, SEO, tone of voice, and copywriting can all steer a consumer in the right (or wrong) direction. And words can essentially make or break a brand.
User experience is one of the hottest topics in the digital world right now. And how this affects conversion rates is the best way to monitor and test the effectiveness of your web copy.
So why is micro copy so essential to heightening your UX, and why does it pay to focus so much on those tiny bits of text?
Small words, BIG impact
We already know the impact of words on user behaviours. Headlines, SEO, tone of voice, and copywriting can all steer a consumer in the right (or wrong) direction. And words can essentially make or break a brand.
User experience is one of the hottest topics in the digital world right now. And how this affects conversion rates is the best way to monitor and test the effectiveness of your web copy.
So why is micro copy so essential to heightening your UX, and why does it pay to focus so much on those tiny bits of text?
What is Micro Copy?
Micro Copy refers to the small blocks of text found in highly trafficked areas of your site, including CTA buttons, instructive copy and error messages.
It tells users what to do (“Write your full name here”), directs your users through the site (“Sign up now”), and alleviates concerns (“Transactions are PayPal protected”).
But its power is all too often underestimated. Through A/B testing and close analysis of the performance of your micro copy, buttons and CTAs, you’ll no doubt discover that the slightest tweak in words, colours, size and location can all affect user behaviour.
Conversion rates
Small tweaks to your micro copy can instantly impact your conversion rates.
Content Verve clearly demonstrates how something as simple as adding three bullet points underneath their newsletter subscription button garnered an 87.75% increase in subscriptions, by explaining the benefits of signing up:
Likewise, The Daily Egg writes about this widely researched topic, and how phrasing can have monumental impact on the psychology, and therefore, behaviour of a user.
Take the call to action: “Schedule a demo” , for example.
It triggers a whole host of questions, and therefore barriers to the user. It requires time – which, arguably, we’re all short on – and it requires the user to notify their calendar, find time in their schedule and arrange a demo. Too much like hard work, right?
A/B testing reveals the difference in conversion rates between ‘Schedule a demo’ and ‘Watch a 5-min demo video now’. The results of the test showed an 88% drop in conversion rates for ‘Schedule a demo’. That’s monumental!
If you’re in touch with your users’ thought process, it’ll be easier to eliminate these obstacles and know which variables cause your users to drop off. Which is probably why user profiles are becoming more and more effective at turning your visitors into leads, and in turn – customers.
Brand personality
Micro copy can be a perfect opportunity to inject some of your brand’s personality into the UX. Take Mailchimp for example, a simple error message that makes the user smile and try again, not scorn and leave the site.
Great microcopy has the power to make your users feel special, as though you know what their concerns and needs are. This is the pinnacle for brand loyalty and turning your customers into promoters of your brand.
Get testing!
So, now’s your chance to research, test, analyse and optimise the microcopy throughout your site. Whether you feel user profiles are necessary or not, it’s essential to have a sound understanding of the user’s needs and expectations. Tweak wording, think about size, location and colour and craft your best microcopy yet that serves to multiple conversion rates and ROIs tenfold.