Connecting with customers and selling products is undoubtedly the overall objective of digital marketing. Regardless of whether users engage directly through a business’s website or their mobile app, they will opt to disengage if the platform’s experience doesn’t satisfy their expectations.
Characteristics of a good user experience:
Some of the key characteristics of a good user experience are:
- Responsive application or website structure
- Easy-to-navigate customer assistance
- High-quality content and documentation
- A simple and instinctive user interface (UI)
With this, there are some UX elements that play more vital roles in digital sales than others, like microcopy (or UX/UI writing).
What is microcopy?
Microcopy is the name for the short text found on a website or other user interface.
This type of text is beneficial to the user. It is also great for conversions. It helps to guide or reassure a user about taking particular actions. You’ll often see this in website elements such as forms, navigation, and alert messages.
From search engines to retail websites, microcopy can be as effective as design changes when improving conversions and fixing points of friction on ecommerce sites.
Why does my website need microcopy?
The user’s experience plays a large part in engagement and making online sales. When a customer doesn’t quite understand what to do, this can often lead to site abandonment. A clarifying sentence or a few words can help smooth the user’s journey and ultimately keep them on the site.
What’s the difference between copywriting and UX/UI microcopy?
UX/UI writers organize the words that appear in a user interface, such as a website, so they make sense. They also make sure things like notification headlines and button link labels are easy to read.
Although many copywriters often use microcopy unintentionally, copywriting uses a different set of tools with sales psychology elements that prompt users to take action, resulting in a sale or lead generation.
What’s the difference between technical writing and writing microcopy?
UX/UI uses technical writing elements in its efforts to address a range of user experience matters. These elements include:
- Content clarity
- Logical information flow
- Consistency of information
- Analysis of end-user needs
Technical writing plays an important role in UX/UI strategy, as both focus on communication with users and improving the user’s experience. Both of these can result in getting more conversions.
How do I know if my microcopy is effective?
Effective microcopy should be a mix of marketing language, technical writing, and UX elements. It will fill the user’s needs and anticipate/answer the user’s questions. Effective microcopy should:
- Provide the user with access to important information
- Guide the user through the site or app using certain actions
- Lead the user to the call-to-action
Additionally, effective microcopy will have:
- Brand voice
Quality is key
Quality content is a major player when it comes to retaining users and converting them into paying customers or advocates of the brand.
Whether it’s website copy for sales or microcopy to navigate the interface, platform visitors, loyal customers, marketers, and business owners all depend on the right content to address the user’s needs to engage with each other online.
Is your business in need of marketing expertise? If so, call Compulse Integrated Marketing today at 844-821-2154 to learn more about how we can help.