Microcopy: small sentences for a great experience

Have you ever abandoned a site because the instructions were unclear? Hesitated before completing a purchase because of an unreassuring message? These details, often overlooked, are part of microcopy and have a decisive impact on the user experience.

Microcopies are the short phrases found on websites, apps, and generally in all digital platforms that are meant to guide the user experience.
They are usually logical phrases that help the user navigate the digital experience, but they can also be used to reinforce the identity of the brand and the product being proposed.

Without these short texts, there is a risk of making the path through the app or site complicated and would exponentially increase the abandonment or bounce rate.

Here are some traditional examples:

• Call to Action (CTA) buttons: “Buy Now” or “Subscribe”.
• Error messages: “Error. Enter data correctly” or ”Required field”.
• Forms and sign-ups: “Use at least 8 characters and a number“.
• Confirmations and feedback to the user: “Thank you! Your order has been shipped”.
• E-commerce and checkout: “Forgot something? Check your cart!”.

From here you can see how crucial Microcopy is and everywhere!

As mentioned earlier, Microcopy can be used to the brand’s advantage, both to ensure an optimal overall experience, but also to express its identity through specific word choice and tone.

The key elements to follow to create functional and distinctive Microcopies are:

#1 Clarity

Simple and instant text, without conveying doubt to the user.
“Enter your email” is better than “Provide required credentials.”

#2 Brevity

Short and direct text, avoiding unnecessary words.
“Order completed” is better than “You have successfully completed your order.”

#3 Coherent tone of voice

The TOV chosen should be in line with that of the brand and its audience.

#4 Empathy and reassurance

Express confidence and understanding towards the user.
“No spam, promise!” or “You can change this choice at any time.”

#5 Action and involvement

The text should prompt the user to act naturally.
“Start now, it’s free!” is better than “Register here.”

#6 Personalization

Giving a personal touch makes the experience special.
“Welcome back Marco!” is better than “Welcome back!”

#7 Testing and optimization

Microcopy should be tested, even just a small change can increase conversions.

A well-executed Microcopy can make the difference between a user completing the action and one abandoning it. Clear and persuasive text can greatly impact engagement and conversions. But what are the most common mistakes?

• Generic or confusing messages: a “Submit” button instead of “Get your quote”.
• Incoherent tone of voice: can drive the user away.
• Lack of feedback: not giving confirmation of a completed action can leave the user in doubt.

Microcopy may seem like a small thing, but it is essential for a complete and engaging user experience. Remember that every word counts, so choose carefully. Sometimes, even just a small change can make a big difference!