Think Context

The meaning of microcopy changes depending General Manager Email List on where you place it. Always bear in mind at which stage of the user experience your microcopy will be visible.

Brand When You Can

General Manager Email List
Microcopy is an excellent tool for branding your site, but you need to be careful where you use it, don’t try to crowbar it in where it just doesn’t fit.

Bill Beard recommends avoiding over-branding on:

Navigation

Forms and field labels
Instructional text
Selection text
Buttons
Because at these stages the user is taking action to get to a specific point, the copy should guide the user and too much branding is likely to confuse them.

The best spots to merge microcopy and branding are on:

Confirmation messaging
Rewards
Error pages
These pages do not lead anywhere and so require no action.

Testing your microcopy is essential. Its success is dependent on its effect on the user so you need users to try it to see how it works.

A/B testing is the minimum you should be doing but if you have the budget, consider usability testing where you can monitor the users’ reactions.

 

In Basecamp’s book Getting Real they have a chapter called, “Copywriting is Interface Design.”

This couldn’t be truer and you need to get into this mindset when choosing your microcopy. Your copy is an integral part of the design process of your site, so it must work together with the layout, theme and more, to create the ideal user experience.

Focus on your Goals
Always think about the end game of your site when writing microcopy. If you want to make sales, does the copy support that? If you are looking to get sign-ups, is the copy helping you do this? Keep this in your head and craft your copy accordingly.

Case studies
Case Study #1: Betting Expert
Michael Aagaard of Content Verve ran A/B testing for a privacy policy on a sign up form for betting company Betting Expert. The results were surprisingly different and some were not what he expected at all.

In one of the tests, he compared no privacy policy to “100 percent privacy – we will never spam you”. Shockingly this change generated a fall in sign-ups by 18.7%, the opposite of what he expected to happen.

 

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