88% of online shoppers say they wouldn’t return to a website after having a bad user experience.

You are 279.64 times more likely to climb Mt. Everest than click on a banner ad. The reason to better risk death than engage with a poor banner ad is User Experience.

And if you think this is crazy enough, here are some more;

• 88% of online shoppers say they wouldn’t return to a website after having a bad user experience.
• People form 75% of their judgment on a website’s credibility purely on its aesthetics.

In the age of instant gratification, it is all about the look and feel of 'store fronts' landing pages that can make or break your business conversions.

However, is the bad news;

Only 55% of companies currently conduct UX testing.

As a start-up founder, understanding UX writing, microcopy, and how voice & tone is communicated through words has a great impact on your start-up gaining momentum in revenues and growth.

Here is what to expect;

• What & why UX writing?
• How to communicate your Voice & Tone in UX
• Why you need great microcopy

But first;

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UX Writing

It's the discipline behind the text in user interfaces and a distinct field that looks at language as a means to enhance user experiences through?clear narratives, word choice, information hierarchy, and more.

Here, we are writing for the users, so copywriters drop the formality and grammar at times to get the message through clearly and fast.

After drafting UX content, you may need to test them to evaluate their clarity, reduce one perspective biasedness' and if they communicate meaning.

Here is how to do it;

• Ask someone else to read and explain back to you what they think your words mean
• Survey multiple people with examples of your writing in the context of a UI
• Use?Google Trends?or?Google Books Ngram Viewer?to learn if a particular word or phrase is more common than another

Finally, the obvious one most copywriters do is to read the copy out loud.

Does it make sense to you"

Does it sound like something your say to a real person?

UX Voice & Tone

The voice should be consistent across all touchpoints while tone can vary.

Voice is one aspect of a brands' personality and it refers to the mood, attitude or outlook that is communicated across the user experience.

The most common examples of voice principles include; Video by Google's Material Design

• Helpful: Write like a human, not a machine. Explain errors and suggest a solution.
• Accessible: Make text easy to understand for any new user. Ensure that technical or advanced terms are explained or replaced.
• Inspirational: Emphasize benefits and accomplishments throughout an experience. State goals and outcomes in a positive, active voice.

While the tone of your writing is meant to communicate an emotion or mood that builds trust and confidence with the end-user.

Nailing on the UX tone depends on the message type. It could be; onboarding, Errors, Help& Feeback, Notifications, Labels, Empty spaces, etc.

Why Microcopy?

Simple

The written words reflect the brand voice and tone.

The small bits of text on the screen of a product or service often make or break the actions taken by the end-user.

Check this out;

A very small tweak on the Header Section and Button of this form has you engaged as well. That is the power of microcopy.

Other areas where minor text changes can deliver huge results include;

Form fields | Instructions | Controls | Notifications | Onboarding sequences | Chatobots | Loading screen messages

The benefits of making the changes include;

• Increase engagement
• Increase Click-through rate
• Reduce technical barriers
• Increase conversions

Here is an example;

Podcast Insights

• 'Category Story' Every SaaS should develop why us and not them story. Check categorystory.com
• When doing competitor comparison, consider your customers' words and not your own. Ensure you capture the sentiments of the customers.
• 'SaaS is moving away from rocketships to toilet paper ' Consider getting your growth inspiration from CPG. How do these D2C brands still remain memorable with such immense competition"

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