The construction-themed language and the picture Investors Email Address match the company’s branding perfectly. The wording is also polite and light-hearted.

Investors Email Address

Hubspot’s microcopy guru Beth Dunn says that the key with error messages is not to be mean. You need to, “convey empathy and solidarity with the user. There’s always got to be a sense of us all being in it together.”

Why is Microcopy Important?
Microcopy is an integral part of the user experience of your site. It can often be the difference between a visitor signing up or buying from your site, or leaving and going somewhere else.

A study by Kissmetrics found that the number one reason a potential customer leaves a site is poor navigation.

Jared M Spool increased a company’s customer purchase rate by 45% giving them an increase in sales of $300,000,000 a year!

Spool achieved this by one simple act: adding microcopy to a registration form on the company’s site.

The form was a simple one, with two fields and two buttons. The fields were, Email Address and Password and the buttons, Login or Register.

The form asked users to login or register their details with the company in order to finish their purchase.

It was displayed to them when they clicked on the checkout button. This form resulted in a huge loss of sales because new users were reluctant to give their email address away for fear of being spammed and other security reasons.

Also, most existing users had forgotten their login or changed their email since their last purchase.

Spool remedied this by replacing the Register button with a Continue button and adding the following microcopy: “You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout.”

By giving customers the option to register or not, and telling them they could do it later on in the process, left them with much more freedom, and increased sales dramatically.

As well as guiding user experience for your site, microcopy can also be a part of your branding strategy. Good branding is essential to communicating your company’s personality and securing new customers.

Microcopy represents the voice of your business – get it wrong and you could be in trouble.

Getting microcopy right involves following some simple rules.

Focus on the User
The most important thing to consider when creating microcopy is the user.

Hubspot says, “writing microcopy takes more than just good writing skills, it requires a deep understanding of your target customer and a knack for translating product-speak into language that appeases and delights them.”

You must get inside the mind of the user and work out what they need. TheLadders, a job database, fell short with this when creating their job match form. The section entitled Job Goals was causing problems with users.

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