A few words can increase or hinder your Marketing and Sales results; know everything about microscopy and understand how to apply it
Microcopy is a small piece of text that is intended to instruct, convince and alleviate the reader’s concern. In this way, it reduces friction and makes it easier to carry out the expected action. Microcopy is widely used in buttons, forms and instruction fields. Have you ever heard of microcopy? It is a short piece of text that is intended to convince, instruct and alleviate the reader’s concern (reduce friction). This small text is present in buttons, error messages, links, form fields and instruction messages.
In conversion optimization, the microcopy has the function of motivating the reader to click and, also, to provide guidance so as not to leave room for possible fears and objections. The lack of this care can discourage the reader to take the next step.
In this post, I will bring fundamentals, best practices and examples so that microcopy generates more results for your Digital Marketing actions.
What is copywriting
Before delving into microcopying, let’s take a step back and talk a little bit about copywriting.
The copywriting is used in the production of texts for Email Marketing, websites, landing pages, and ad sales letters, for example. The professional responsible for developing the text (also called “copy”) is known as a copywriter.
The persuasive technique of copywriting aims to convert readers into consumers of a particular product or service.
Through writing, structures and triggers, copywriting fulfills the function of arresting the reader and making him want to read line after line. And, at the end, follow the instructions you indicated, such as downloading a material or purchasing a product or service.
Microcopy is essential in copywriting work, as after creating your persuasive text, you will need to ensure that you choose the best word for the Call-to-Action button , for example.
Below, so that you already have a better view, I bring some very clear examples of microcopying. This is what using microcopy to reduce reader worry (attrition) looks like:
In the example above, taken from the RD Station product page , the microcopy says “You don’t need to register credit card”. This answers a very important question potential buyers have: “do I need to register a credit card to test?”
This action significantly reduces friction, which would prevent the person from proceeding for fear of having to register the credit card and keep receiving future charges.
In the second example, the billing address text was a solution to a problem: Many people were getting error messages when trying to buy because they were adding an address that was not linked to their credit card. That little sentence significantly reduced the number of people who got it wrong.
These little phrases or sentences can have a lot of impact. Looking at the examples above, you’ll notice the main one: Microcopy is extremely contextual. That’s why it’s so valuable. He answers people’s specific questions and talks about their concerns – right away. If the person generated a concern in the mind, it was answered and reduced right there, in context.
Microcopy in Digital Marketing
What is Digital Marketing
First of all, you might want to have a clear definition of what Digital Marketing is. So let’s get to it, taken from our epic page on the topic .
Digital Marketing is a set of information and actions that can be done in different digital media in order to promote companies and products.
Visibility, breaking geographic barriers, greater reach to the public and less cost are some of the benefits we can cite.
As for the application possibilities, they are multiple, but there are some strategies and techniques that are most used by Blue World City. That’s because they consistently bring positive results. Are they:
- Content Marketing;
- Email Marketing;
- Social Networks;
- Conversion Optimization;
- Search Marketing.
The Role of Microcopy in Digital Marketing
Imagine that to attract more customers, you decided to launch a campaign offering an eBook with great tips related to your service or product. You created your Landing Page to capture contacts, described all the benefits of the free eBook and waited for the result.
The next day, the bad surprise: nobody downloaded! “But how so? The content is great and free.”
This is more common than we think! Let’s look at a few elements: Have you written in a visible place that your eBook is free? (Yes, a lot of people forget to inform) What did you write on the Call-to-Action button?
Here we see part of a Landing Page that offers a live. The event is free, but this was not written anywhere on the Landing Page. Finally, as we can see, the Call-to-Action button contains the word “Send”.
We will see throughout the article that “Submit” does not encourage the user to click. Besides, what will you send? Where? And then?
We have to be extremely specific and intentional in our offerings – and especially in Call-to-Action, which is the call to action.
But then, what should I write on the button for my target audience to click? Before delving into the tips and techniques, let’s show an example here from Digital Results.
Do A/B tests
Besides knowledge, what counts a lot in choosing the best word are the A/B tests, which must be done constantly? In one of our Landing Pages, we created an A/B test within RD Station Marketing, with the words “Download for free” and “Download for free”, the difference had no statistical relevance.
So, on the Landing Page of the eBook of 158 Quick Tips for Digital Marketing we did another A/B microcopy test: “Download for free” and “Get my eBook for free”. Result: the latter generated more clicks.
To increase conversions, every word matters. According to marketing entrepreneur Bean Pagan, “changes in titles, words, and headlines can increase results by 10x”.
With the clarity about the importance and best practices of microcopying, you’ll have a lot more insight into what to test in your next offerings. You’ll also be able to increase your conversion rates and, consequently, leads and sales. So, let’s go to microcopy best practices and more detailed examples.
Microcopy Good Practices – and Where to Start
Now that we know what microscopy is, let’s go deeper into the main functions, applications, tips and examples. I guarantee that from now on, you will never again look at micro texts on pages, forms and buttons the same way.
Keep these microcopy rules in mind at all times
Microcopy provides clarity, direction, and instruction. And it’s responsible for conveying security to the user’s expectations and decisions. Always keep these factors in mind when writing yours.
Microcopy: general website tips
Small changes, when done well, can improve the page’s interface, make it easier to understand, and provide a sense of quality. Let’s go to some concepts and examples:
Write to a person in singular
Not recommended: People who came this far have reached the end of the course!
Recommended: You have reached the end of the course, congratulations!
Write as you speak
Not recommended: The products you want to buy
Recommended: You’re shopping list
Use active voice and not passive
Not recommended: How would you like to pay?
Recommended: Select your preferred payment method
Keep the sentence connectors
Not Recommended: Order Details
Recommended: Your order details
Emphasize the benefit of the action, not the process
Not Recommended: A variety of functions to control your company’s business process
Recommended: Control your business process
Beware of slang, regionalism and abbreviation
Not recommended: wpp
On forms, place labels on the front
Not recommended: Fields must contain “name (first)”
Recommended: Fields must contain “first name”
Use as few words as possible, cut out what is not crucial
Not recommended: Just fill in your favorite email below and you’ll have instant access to the first class.
Recommended: Enter your email to access the first class
Microcopy: error messages
There are many different error messages. The important thing is to communicate “what went wrong and how to fix it”.
The experience is frustrating when you first use a website and can see what you want to do (e.g. click “complete purchase”), but for some reason the button is faded (cannot be clickable, disabled) and not have an explanation of why. This is the worst version of an error. “You can’t do this, but we won’t say why.”
Each error message needs to say what happened or what cannot happen, and then give an explanation: “what to do to make it go away”.
Don’t be overbearing and tell them exactly what they need to do.
Not recommended: This field is required
Recommended: You cannot continue, fields below are incomplete
Do not use the term “error” (or variants and synonyms)
Not recommended: Error in one or more fields
Should I use a playful or serious tone when reporting error messages?
Whatever. In terms of language tone, different people achieve different things. Twitter tends to be pretty cute about it. The same goes for Gmail and Chrome. They use things like “Oops, our page crashed” and show a sad face. This is branding and does not affect the effectiveness of error messages.
The bottom line, what most people want to know is, “if this doesn’t work, tell me what to do now.”
This is a fundamental principle in the customer experience. Imagine if you tried to have dinner at a restaurant and they just said “no” but didn’t explain why. It would be very frustrating, wouldn’t it? On the internet it’s the same thing, if something didn’t happen, the user wants to know why and how to fix it.
The tone of voice you will choose to communicate, it is your brand’s positioning that will say.
Microcopy: confirmation messages
The confirmation message provides adequate responses and information to inform you of the results of an action taken. It could be a text that says “Wow, your purchase is confirmed. Your order will arrive in 5 business days”, one that says “Thank you! We send you an email confirming your registration” or something like “We are processing the information, this may take a few minutes”. Anyway, any other message relevant to the context.
Confirmation messages are intended to:
The message confirms to the user that the action was completed successfully and that everything is fine.
The message informs the user about the next required step or step.
Oh, and don’t write like a robot, be kind
Not recommended: Confirmed purchase
Recommended: Thanks for the purchase and have a good show
Microcopy: messages for buttons
The word you will put on your website buttons, email and Landing Page, must be carefully chosen and tested.
A button with a poorly chosen word can wipe out all the impeccable work you did while convincing your offer. The small text of a button is capable of stopping and discouraging the action that you had already managed to convince the user to do.
A practical example is when you are searching for a product, enter a website and right away there is a “buy here”. You haven’t browsed the site yet, you don’t know if you found what you were looking for, and you don’t know what’s behind the “buy here”. Some people report the same thought: “I’m not going to click, it’s just that they have my card details somehow and generate a charge.”
Think about your consumer’s journey, if you’re still going to show what your product does, use words like: “check out the advantages” “know the benefits”, and leave the “buy here” for the opportune page.
And of course, run A/B tests and confirm what works best for your business. Let’s see some examples and good practices:
Saving is not the same as sending.
Do not use “ok” and “cancel”
Say exactly what these buttons do.
Don’t be wordy
The buttons should say “Continue”, not “Click to continue”.
Motivate user to click
Generic words like “Download”, “Search” and “Submit” do not encourage users to make decisions.
Microcopy Checklist for Buttons
Here is a checklist you should use:
- Motivate the visitor to click
- reduce anxiety
- Make it clear about what will happen when you click
- start with a verb
- focus on benefit
- Make expectations clear
I have separated 5 examples of using microcopy for you to understand better: newsletter subscription, software registration, free shipping, project management tool and becoming a premium member.
People are about to sign up, but stop to ask themselves: how many emails will I receive? Can I stop receiving when I no longer want?
Registration in software
Can I change the link name later? Will everyone see my age?
I’m in a hurry, can I put any name and change it later? Can I make space between words?
Now that you know the importance of optimizations, how about putting the lessons into practice?
What’s up? Did you like to learn more about microcopying and conversion optimization? We hope these tips are useful for your campaigns and that you increase your results right on the first optimization.