Boost Conversions Through Microcopy

When it comes to websites, don’t just focus on the major sections. Even the small stuff can spell a lot between a customer’s “yes” or “never mind.” Yup, “micro” can actually be a big thing. Microcopy that is. Of course, the content, use of keywords, layout, headlines and design are important – but this does not mean that you take microcopy for granted.

Microcopy is the little bits of text that is placed strategically in buttons, form fields, or error messages. Microcopy provides instructions, give reassurance, smooth out doubts and make the page feel more human and welcoming. These can be used to give your brand a “face” – giving your website readers a glimpse of your brand’s personality. When used well, these short and snappy lines of text can actually boost conversion.

Here are some tips to utilize microcopy to improve your conversion rates:

• Be engaging. Readers appreciate wit and charm, even on websites. This wins over more customers far effectively than people often expect. A joke can help diffuse the disappointment brought about by a 404 error page. A creatively used pun sends the message that you want to engage with your readers. For example, saying “What size is right for you?” feels warmer and more welcoming that saying “size guide.”
• Understand your brand. It is important that as you work towards becoming more engagement and putting on a personal face to your microcopy, all these texts clearly align with your brand. There should be consistency that works towards reinforcing your brand identity. If your brand projects a trustworthy and dependable image, being too flippant and cheeky can confuse your customers about your “voice.”
• Use crisp and concise text. Microcopy does not work well when it is not “micro.” Avoid the use of too many words when a few will do. Do not use technical jargon when simple words can get the job done. Aim for clarity so that your users know exactly what to do and what you expect. For instance, when they are signing up, you can tell them to use only letters and numbers.
• Be informative. Use microcopy to guide your users. For instance, after a user has signed up, you can point to the users where they can easily find product packages and tutorials the next time they go back to the website. If the users make any errors, rather than simply telling them that they made a mistake, tell them what to do to correct it. Also, instead of simply telling someone who is signing up that the username they wanted is already taken, you can provide alternative usernames they can use – usernames that have already been verified as available.
• Be reassuring and encouraging. For those who are thinking about signing up, you can use form fields to encourage them to take that step. You can also reassure them about their security and privacy. For instance, you can say that this site is secured by a trusted security solutions provider. For those signing up for a free trial, you can reassure them that they can cancel anytime and no credit card details are required.
• Know your visitors. Concentrate on using microcopy to make things easier to your users by providing them with what they need, when they need it. Carefully study your user-flow to see in which areas they will need microcopy to give them guidance. Be mindful of the context by which you are using your microcopy so that the corresponding instructions are in sync with the action buttons you are leading them to.

About Adaptivity Pro

Microcopy is a powerful tool to boost your conversions and to make things easier for your users. Make the most of microcopy. If you need help, you can turn to Adaptivity Pro. We offer our expertise in Utah SEO, copywriting and Internet Marketing. We also provide Utah web design, programming, Pay Per Click and Social Media Marketing Services.