You interact with hundreds of instances of microcopy every day.Open a new tab on your browser. You can see a search bar with a placeholder text, right. That’s a form of a microcopy.These tiny bits of information can make the difference between an online user experience that facilitates a customer and a user experience that pushes a customer away.
Microcopy 101
Microcopy refers to the short snippets of text that improve the usability of your website, app or any other digital interface. Similar to longer-form copies like landing pages, the goal of microcopy is to inspire action and guide a user in his journey.
Hulu’s homepage is an excellent example of microcopy at work. The user immediately understands Hulu’s purpose and the value proposition — thousands of shows and movies to choose from and watch. The word free in the call-to-action button further entices the user to click through.
Microcopy occurs almost everywhere on a modern website in the form of:
- Button text
- Calls to action (CTAs)
- Placeholder text in forms
- Informational pop-up text
- Error messages
How To Craft Effective Microcopy
What goes into the making of a great microcopy? Let’s look at a few tips that you can keep in mind. The best microcopy should:
1.Meet Customers’ Needs
Effective microcopy is an opportunity to create a memorable experience and connect with your audience.
Consider their needs and the relevant information they can use in meeting those needs. If they make a mistake, a popup explaining the error will go a long way.
It not only informs the user that a webpage can’t be found but also guides the user to double-check for typos.
2.Provide Further Context
While navigating your website or application, a user must be able to figure out what everything does within seconds. It creates a pleasant, effortless experience.
Microcopy can make or break that experience.
For example, while internet users identify a search bar when they see one, knowing what to enter is not always clear to them. Either they can spend seconds figuring it out through the context, or you can add a relevant placeholder text to provide a polished experience.
3.Build Trust
Microcopy should be engaging and persuasive. But, it should never mislead users: making it harder for users to make their own choices.
Common instances of misleading by microcopy, sometimes called dark patterns, include:
- Download buttons leading to malicious websites
- Software installations with adware and bloatware
- Hidden costs — that often hide behind free trials
- Due to the prevalence of dark patterns, you can use microcopy correctly to build brand loyalty and customer engagement.
4.Invite Engagement
While you should prioritize your users’ needs when creating microcopy, you should also consider the macro content strategy of your website.
Short messages calling for direct action engage more users. A Nielson study found that concise text and objective language improved usability by 124%.
For example, Airbnb’s homepage uses several microcopy elements to compel users to click through. The message “I’m flexible”, in particular, stands out.
Final Thoughts
Microcopy is an often overlooked aspect of user experience design that can impact your website’s performance.By optimizing the minor text on your website — buttons, error messages and forms — you can make your website feel polished and personalized.Think of your user’s needs when crafting your microcopy and create useful, engaging and trustworthy additions to your website.
