What is microcopy, why is it important, and what are the characteristics of UX copy that doesn’t work? Manan Ghadawala responds to these three questions and writes about UX writing as a part of the mobile app design process.
What is microcopy? Why is it important, and what are the characteristics of UX copy that doesn’t perform well?
If you’re wondering about the answers to these three questions, you’re in the right place.
His name is Manan Ghadawala, and in today’s post, he’ll answer these three questions.
In other words, if you think big and have great business goals to fulfil, you need to write micro. You need microcopy.
Want to know what microcopy is and why is that necessary?
In that case, I’m not taking you any more time. I’m leaving you with Manan.
There is a thing digital marketers never underestimate.
Do you have a clue? It’s microcopy.
Microcopy carries incredible power. Its power leads to the creation of engaging and useful digital products.
Today’s mobile app design agency has found that users read only 25% of the text on a regular page with 700 to 900 words. The concise text enhances usability by 125%.
Several distractions compete against each other for user engagement.
When it comes to microcopy, it doesn’t just make the user experience better but engages users as well.
It’s very powerful but, unlike digital marketers, designers sometimes fail to notice its importance.
For that reason, today I’ll explain what microcopy is, why is it important, and what are the characteristics of a UX copy that doesn’t work.
Table of Contents
What is microcopy
When it comes to designing mobile apps, microcopy is the aspect that enhances its success.
Microcopy is a contextual text. It’s a small and informative text on buttons, tips, forms, and search prompts.
The goal of microcopy is to provide the users with assistance while they’re using a specific interface.
In other words, microcopy works as a “complete guide” for users that search for different products or are seeking to select an apt response. It leads to building trust with users and shaping their connection with the overall brand.
On the other hand, great microcopy should have the following characteristics:
- The text is easy to apprehend and clear.
- It fits visually with the design and represents its essential part.
- Microcopy shapes the brand voice and tone.
- In the end, it fulfils a requisite, answers a question and builds empathy.
Why is microcopy important
Microcopy is important because it enhances user engagement in the context of digital products.
Any mobile app design agency anticipates user expectations through micro interface design. The role of microcopy is to make the users feel they’re engaged in a dialogue with the interface. That feeling leads to more conversions or a better conversion rate.
However, there are more benefits microcopy delivers.
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Clarity and control
Users discard shopping carts and cancel subscriptions due to the lack of CLARITY:
- Unnecessary jargon
- Inadequacy of information regarding a service or product
- Confusing messages
- Indistinguishable shipping charges
- Forms carrying several personal questions
- Cancelling orders and the uncertainty surrounding it
Nevertheless, nowadays, designers can create the best mobile user interface experiences with the help of clear and straightforward microcopy.
The secret is in getting to know the next steps while completing a buying sequence. This information makes the users feel that they’re the ones who are in CONTROL.
If you look at some microcopy examples, you’ll understand how the mechanism works.
- Designers use microcopy to explain how to install or update a product.
- Microcopy informs the users about the next steps of the process.
- Its use is also prevalent in scenarios where users encounter problems while signing in to a platform.
Taking further action
Effective mobile app microcopy doesn’t just offer precise information or a sense of control. It encourages users to take further action, as well.
For instance, when users visit an eCommerce website and discard products from their shopping cart, microcopy comes to the rescue.
A mobile app design agency uses this type of copy to help users to continue discovering similar kinds of products.
If you would like to become a UX writer, it’s vital that you learn how to drive engagement and offer transparency. Users also should gain a sense of control.
What are the characteristics of microcopy that doesn’t perform well
To sum up, microcopy is considered effective when it:
- Enhances user engagement and experience
- Delivers clear information and puts users in the position of control
- Helps users take further action
However, microcopy doesn’t always have to be effective.
The ineffective microcopy has the following characteristics:
- It’s un-engaging and misguiding
- Blurred and perplexing
- Disdained and tone-deaf
- Too effusive
The absence of microcopy
In the end, the absence of microcopy withing the user interface is an extra danger, as well as an unfortunate UX choice and a missed opportunity.
- One example is a sign-up form asking for an email address, without saying why it’s needed.
- Another one is Terms and Conditions acceptance, without any proper explanation of upcoming happenings.
UX writing is an action, microcopy is a result
Every mobile app design agency should aptly strike a balance between design standards and microcopy. That’s how appealing and functional digital products are designed.
Microcopy and UX writing play a humongous role in it.
To conclude, UX writing isn’t just a trend anymore. It’s a discipline that is slowly embedding into the central portion of designing systems and processes.
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