Every word we use has a meaning, a purpose and an effect. Hence the importance of microcopy, those small textual fragments that can completely change the user experience. We asked some WAM experts to explain the importance of microcopy within the different marketing disciplines. microcopies It has become a necessity to use words properly, adapting them to the context and the interlocutors.
Marketing messages are increasingly
designed to attract the attention of the consumer and, in a subtle way, to strike his emotions. In this context, microcopy fits in. What is a microcopy? What is a microcopy? Christopher Murphy and Nicklas Persson in their book, A Pocket Guide to the Craft of Words, explain that microcopy: “Is the craft of words at a micro level, considering how words can fulfill a functional requirement , aiding and enhancing interactions with design, optimizing interfaces both in function and in enjoyment of use, and aiding a user on their journey.
It’s created a very real chilling effect greece phone number library among our sources. They’ve become nervous about talking with us. They don’t want their phone numbers associated with us. And government employees who previously routinely talked to us, now won’t.
Simply put, they are those smaller
pieces of text that drive the user experience across the web, an app, an email, etc. Each of these pieces, no matter how small, must take into account the context in which the user is placed and the tone of the brand, to create a useful, concise and short combination.
AirBnB microcopy A microcopy is that
text that highlights the benefit that a product or service can have for the user . For example, instead of “Sign up” a good copy would be “Access exclusive content” . Or, looking at a specific case, let’s see how AirBnB reminds the consumer, in a very simple way, that by clicking “Continue” there will be no monetary charge.
These are all texts that help the user and
make their customer experience библиотека пользователя базы данных телеграмм better. The goals of microcopy microcopy example 1. Increase conversions The main purpose of a website is to get the user to perform a certain action, such as signing up for a newsletter or purchasing a product.
Words help them follow the right path
and perform the action we want bo directory them to perform. 2. Increase confidence All texts are essential to allow the user to trust what he is seeing or doing. If it is well explained, no doubts will arise. 3.
Address concerns It is normal that when
interacting with a website or application, doubts arise that if not resolved, can risk making us leave the page. If we encounter obstacles, we never get to perform the desired action. 4. Explain the mistakes When there is an error, microcopy will help you solve it quickly and easily.
If the user, for example, fails to enter the
password, a window can explain what happened. This short text will calm the user down by providing the information they need. Are they really important? In this video, three women who work as UX writers for Google explain the importance of these small pieces of text.
The video shows how to improve error
messages. Microcopy According to WAM Experts Microcopy is a fundamental part of marketing and helps improve results in different areas. To confirm this idea, we asked the opinion of several professionals who make up the WAM team Branding – Ricardo Vilardi, Creative Manager: branding microcopy Microcopies are a good strategy to approach the user/customer/person.
They make the difference between addressing users in a cold and impersonal way or instead in a more personal way, with a more natural and human language. A simple change from a “More information” button to another with “Tell me more about…”, can already generate a different effect.
In any case, microcopies become important in contexts where the decision-making process is the main phase and we pay more attention to details. This is the best time to create trust and invite to continue the action, reassuring the user during the execution and building a closer relationship with him at the end of the experience.
Furthermore, microcopy created with the aim of strengthening the weight of a brand is very effective as a branding operation . We must keep in mind that everything is moving towards excessive personalization and copy is one of the main protagonists of this change. With the support of algorithms, machine learning and artificial intelligence, we will soon find ourselves working with a language adapted to each user”.
UX – Dani Riera, UX Manager: microcopy UX “What is the ideal tone to use? Does this tone accompany the brand? And what are the user’s needs? Are they ready to buy? Which of these elements can we act on and where will we place the calls to action? All these issues are particularly relevant when it is time to focus our attention on microcopy and their positioning.
But how do our bodies and minds work when we are looking at a web page? Did you know that your eyes move once every 20 and 40 milliseconds, analyzing the information available and creating a mental map of what is in front of them? And that when they are fixed on a specific point, only elements that are within a couple of centimeters of what we are looking at reach our brain? This phenomenon was discovered in 1880 and was called ‘saccadic movement’.
It can help us understand how we physically function when we look at a web page. On the other hand, Miller’s law states that our brain can easily process “up to 7 elements, plus or minus 2”, recognizing their meaning and connecting that information with what we already know.
