Starting an Action: UX Writing and Localization Tips
Marta Frau
Italian UI Localization and Translation Expert from English and German ★ Marketing and SEO Specialist ? Elevating Market Reach for Enterprises in Italy with Engaging Translations and a Seamless UX
This article will discuss important aspects that encourage users to take action. We'll explore different types of Calls to Action (CTAs), how to write or localize them, and how to manage time after they trigger the desired action.
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Role of CTAs
When it comes to encouraging users to take action, CTAs play a pivotal role. Understanding the nuances of CTAs and how they interact with the user experience can significantly impact the success of a product or service.
CX vs. UX
It is important to first understand the difference between Customer Experience (CX) and User Experience (UX) before diving into the details of CTAs. Although these terms are often used interchangeably, they refer to different aspects of the user journey.
UX CTAs are designed with the user in mind. They prioritize simplicity and clarity to enhance the overall user experience.
On the other hand, CTAs related to customer experience within the UX framework are primarily focused on prompting specific actions from users, such as making a purchase, signing up, or subscribing.
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Crafting the perfect CTA (CX)
When designing a landing page with a narrative CTA, it is essential to consider the psychological aspects of timing and user behavior.
Focus on the benefits
Narrative CTAs serve a promotional purpose and aim to optimize conversions. Effective CX CTAs highlight the benefits users will receive by taking action, rather than simply instructing them to do so.
For example, Toggl's CTA on their landing page invites users to sign up to "Start tracking for free," emphasizing the advantages of their action.
Respecting Psychological Timings
People have varying thresholds for decision-making. By aligning the timing of CTAs with these psychological intervals, designers can increase the likelihood of user engagement and conversion.
?As seen in the previous example, Toggl offers an alternative to explore their tool before deciding to sign up, which can help users make a more informed decision. Similarly, Portatour offers a trial sign-up before subscribing to a plan, highlighting this benefit in their CTA.
Following Standards to Avoid Confusion
Consistency in design elements, including CTAs, is paramount to avoid confusing users. By adhering to established standards, such as placement, color schemes, and language, designers create a seamless browsing experience.
?For instance, during the purchasing process on the Italian Crowdfarming website, the CTA prompts the user to add the item to the basket, using the word "cesta" instead of the standard wording, which is "Aggiungi al carrello." The word "cesta" is similar to “cestino," which means "recycle bin," and might generate confusion. Also, the wording to indicate the box weight, "peso della scatola," does not align with the standards. Typically, a container for fruits or vegetables is called a "cassetta."
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Crafting Effective CTAs for UX
The following are some examples of pure UX CTAs:
The key to crafting effective CTAs is simplicity. Use verbs to prompt action and nouns for menu items. The language should be concise and self-explanatory. By utilizing these techniques, you can make your CTAs more effective and enhance the overall user experience.
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Loading states
Managing user wait times is essential for maintaining engagement and preventing frustration. Loading messages serves as a means to reassure users and provide them with a sense of progress.
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Emotional Microcopy
Microcopy, or small snippets of text, can have a significant impact on user perception. By incorporating emotional microcopy, designers can alleviate tension and maintain user interest during wait times.
Airbnb offers a great example of emotional microcopy:
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After booking an accommodation the first of a series of loading states is "We are preparing your trip", which motivates users and builds excitement for their next trip.
Process-Based Microcopy
Providing users with information about the process can help manage expectations and reduce uncertainty. Process-based microcopy informs users about what to expect next, reducing anxiety and enhancing the overall experience. Here again, Airbnb delivers some great examples.
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After the first emotional message, the following loading states on Airbnb explain what is happening during the sensitive moment of the payment process. The first one tells that the payment details are being verified.
The second one is that the bank has to confirm some details reassuring the users that they will keep their booking in the meantime.?
Entertaining Microcopy
While transparency is crucial in UX design, there are instances where entertaining microcopy can be used strategically. By framing wait times in a more positive light, designers can mitigate frustration and maintain user engagement.
Suggesting an alternative activity during loading time like reading a blog article can be a useful way to kill time.
Even if it is not technically a loading page, Chrome's example is an excellent instance of entertaining microcopy, where it shows a simple game with a running dyno when the network goes down.
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While it may not solve the problem, it is surprising and entertaining for a few minutes.
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To summarize, creating an exceptional user experience (UX) in terms of writing and localization depends on comprehending the importance of calls to action (CTAs) and placing them strategically throughout the user journey. By crafting clear, concise CTAs and incorporating thoughtful microcopy, designers can enhance the overall user experience and drive meaningful engagement.
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FAQs:
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