Never weaken the power of words, words move the heart, heart moves the body
Micro copywriting has a huge impact on both products and users. Clear, accurate, friendly, and consistent copywriting design can not only bring a good experience to the product, but also shorten the distance between users and the product, and can even be used to improve user experience and attract It is a tool for users, so copywriting design is very important.
1. Understand Microcopywriting
1. Definition of micro copywriting
Microcopy refers to a short copy that can guide and help users interact with the interface in the interface. It can be a word or a sentence. Common forms include form copy, button copy, pop-up window copy, error Tips, etc., most micro copywriting will have a direct impact on user behavior:
◇ Before interaction - guide the user to complete a certain behavior
◇ Interacting - Encourage and help users to complete a certain behavior
◇ After interaction - timely feedback after user behavior (problems and solutions)
Jared M. Spool wrote on the shopping page based on users’ reluctance to provide too much personal information before shopping: “You don’t need to register to make purchases on our website, just click the continue button. In order to facilitate your follow-up on the website Purchase, you can create an account after completing the payment process". As a result, the number of customers buying increased by 45%;
Maggie Stanphill once changed the micro copy from "book a room" to "check available rooms" in a hotel reservation advertisement on Google, and the click-through rate increased by 17%. The result is obvious.
2. Basic principles of micro copywriting design
1. The micro copywriting needs to be simple and straightforward, so that users can understand it at a glance. It is necessary to avoid development language (such as 404, 505, descriptions such as error code xxx), double negative and other copywriting that are difficult for users to understand, so as to prevent users from operating Before thinking, falling into a situation of being overwhelmed,
2. A friendly expression will appear sincere and easier for users to accept.
3. On the form page of Taobao’s new address, the placeholders on the left directly repeat the label content, but the instructions, rules, and precautions for the content to be entered are described on the right, which significantly reduces the difficulty of completing the form content.
4. Tips for errors
3. Micro copywriting design direction and ideas
1. Make the micro-copywriting clear and easy to understand, avoid using some professional terms and Internet terms, what needs to be done is to simplify the sentences, reduce the burden of understanding for users, and reduce time costs.
2. The difference between you and you
"You"-formal and too serious and serious, emphasizing respect for users, feeling distanced, and lacking a sense of intimacy;
"You" - the distance is closer, there is a feeling of being together. The same is true for products. In the process of interaction with users, the roles of "you" and "I" are played. In order to shorten the distance with users, you may wish to use more "you" and "I" to communicate with users, which will be more cordial.
3. Don’t reject users
Don't reject your users, remember to avoid negative words such as "don't, can't, can't..." and use more positive and instructive copywriting.
4. Eliminate unnecessary punctuation
Good micro copywriting can help the product, so that users will not get lost in the process of completing tasks, and even become a light for users in the dark at key links, ensuring that every step brings users a smoother and more enjoyable product experience .