The power of UX copy: how to use it to boost conversions on your site

When you think of copy for your eCommerce site, you might think of blog posts, product descriptions, and landing pages – all containing a significant amount of content.

However, even the smallest collection of words can have the most significant impact.

User experience (or UX) copy is all about clear, precise wording that drives conversions on your eCommerce site. Let’s look at how to create UX copy that steers users effortlessly through your website.

Want to see some other UX tips to improve conversions? Check out this blog post!

What is UX copy?

UX copy is writing that helps enhance the user experience on your website. It guides website users around your site and encourages them to complete goals like buying products, signing up for an account, or downloading a lead magnet.

User experience copy is all about ‘microcopy’ – short text copy that can often be just a few words long. While your UX copy may be concise, it still needs to be impactful.

Here’s an example. Let’s say you are on a landing page. You get all the way to the bottom and are primed to click on the call to action button, which says….

… Click here.

Bit of an anticlimax, right?

Why is ‘click here’ such a bad example of UX copy? It’s vague and uninspiring. It doesn’t compel you to click, it doesn’t create a sense of urgency, and it doesn’t tell you what happens when you click the button.

User experience copy is about finding a call to action that inspires prospective customers to click. Depending on the goal of your landing page, this could be:

• Start your free trial
• Download your eBook
• Sign up today
• Learn how to save money
• Get 15% off your first order

UX copy is such a big thing that some copywriters specialise in writing content that steers web visitors towards a specific goal. According to Glassdoor, User Experience Copywriters can earn up to ￡44,000 a year!

Examples of UX copy on your website

A well-worded call to action button is a fantastic example of UX copywriting in action, but there are plenty of other examples of UX copy on your website too!

• 404 pages. Finding a broken link can be frustrating. It’s vital to get the copy on your 404 pages right to encourage customers to stay on your website
• Call to action buttons. You need to entice prospective customers to click the button and convert
• Empty states. An empty state is an element of your site without content or data to display. For example, an empty shopping cart or wish list. Good UX copy should show web visitors that there is nothing to see, and encourage them to add items
• Cookie and privacy notices. These messages are incredibly boring – I know. However, it’s crucial to persuade customers to give you access to that all-important data
• Error messages. Getting an error message on a form can be a frustrating experience. It’s important not just to explain the problem to your customer but to get them to try again
• Push and in-app notifications. Got a smartphone app? It’s important to word your copy so customers are tempted to return to your app and convert

Top tips for creating UX copy that delivers results

The good news is that you don’t need to hire a UX copywriter to transform the customer journey on your site. All you need is a little creativity and a bit of time! Here are my top tips for optimising your UX copy.

Think about your tone of voice

With copywriting, it’s important to be consistent. You don’t want your social media messages to be casual and approachable and your product pages to sound formal and authoritative.

The same logic applies to your UX copy. You need to ensure your copy reflects who you are as a business, no matter how short it is.

Having a style guide or a set of brand guidelines [KI1]?can help keep you on track.

Carry out A/B testing

It can often be hard to get into your customer’s heads and understand what elements of your website resonate with them the most. For example, what colour should your call to action buttons be?

Often what you think your customers want to see is very different to what they actually want to see!

This is where A/B testing (or split testing) can be a massive advantage. A/B testing is when you show two near-identical versions of a webpage, with one small difference. For example, a differently worded call to action button or error message.

You then direct half your web visitors to one page, the rest to the other, and see which results in the most conversions.

Work with your design team

UX copy and design go hand in hand. Good design can enhance your UX copy and vice versa.

For example, take an error message on a form. While the proper wording is essential, you must also consider the typography. You don’t want a message that is hard to see or inaccessible. With call to action buttons, you also need to look at the colour, shape, and size of the button too.

UX copy is often something that you can overlook. But let me leave you with one final statistic. Every ￡1 you invest in your UX will result in a return of ￡100 – so it’s important to get it right!

We specialise in improving the user experience at Xigen, meaning we can create an online shopping experience your customers love. If you want to know more, send me a DM today and let’s talk.

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