What Is Microcopy and How Can It Improve User Experience?

Let's kick things off by understanding what the term ‘Microscopy’ means in the world of UX.

What is microcopy??

Microcopy is simply snippets of text that guide us through websites, apps and other digital experiences. They come in various forms, all aimed at helping your user understand and navigate, as well as get the best out of their digital journey.??

Some examples of common microcopy are labels on a call to action button, placeholder texts in fields on forms, error messages, and instructions on functional features or sign up procedures. Often overlooked, these play a key role in influencing a user’s action and the overall experience of a product or service. They are usually aligned with the brand’s visuals, tone and mission, reinforcing a positive representation in the consumer's mind.

How can microcopy improve user experience?

Over complicated setups on eCommerces are the main culprit for pushing your users to discard their carts and leave their purchases unfulfilled. Current cart abandonment rates stand at a whopping 70%, a concerning number that has already cost businesses $260 billion in lost annual sales. Confusing check-out processes usually leave potential buyers frustrated and ready to walk away.?

This is just one particular area out of many where microcopy can benefit your business. It can also help:

To provide context

Users can often be left perplexed after visiting a website. More precisely, about the functionalities of a specific page.?

See the following example of how microcopy provides proper context and guidance in Google Docs.

As indicated above, the microcopy steers you to a particular button by providing a tooltip, shown when a user hovers over or touches an element that describes its content. Without this, the interface can prove more difficult to operate.?

Microcopy also helps reduce errors and common user mistakes. A great example is the text that may appear if a password is typed in wrong, or if other issues may arise during the sign-up process.

The microcopy here instructs the user to create a password that must contain at least 8 characters, and must have a combination of letters and numbers. This way, they will be properly equipped to devise a password and stay up to par with the site’s user safety standards.?

To guide users through a process

Microcopy can also guide you through unfamiliar tasks, often requested by websites, in an easy way. Without these, users would be left confused and more inclined to depart the site or application.?

Instagram’s microcopies do a great job of showing users how to post their updates on the app.

When you are ready to upload a new post, Instagram will automatically provide you with easy step by step instructions to get the job done.?

Verification emails to confirm a created account’s status is also a great example! The microcopy will usually inform you of an incoming verification email to confirm your account and will instruct you through the final steps.

To give [re]assurance

Microcopy can also cue users into a functionality’s purpose and reassures them by providing them the context needed to feel safer. For example, many may wonder why Facebook requires personal information such as their birthdate, phone number and email address upon signing up.

Facebook provides reassurance through microcopy. It explains why certain data is necessary in order to provide the best user experience, or to decide if they are eligible to be on the platform.?

Questions about data collection and privacy are answered without the user having to go through lengthy customer service calls.?

Microscopy also provides guided instructions and additional assurances on payments during the checkout process. If payment is expected too prematurely, this could drive users away.??

Airbnb’s accommodation page has anticipated the above issue and uses the following microcopy.

It assures users that they won’t be charged until the reservation is completed.

By explaining what happens when you choose a streaming plan, Netflix avoids creating worries for its new subscribers by answering their questions regarding commitment and extra fees during the subscription process.

To celebrate and make you feel good

If you want to provide a more personalised experience, microcopy can be a good addition to start with. It not only instructs and educates, but also helps connect with people.

One good example is from Duolingo, a language-learning app. It encourages and boosts the confidence of new learners, providing them with a hands-on service.?

The user is aware that their lesson is complete and deserves to celebrate their efforts. Moreover, it keeps them motivated to continue with the rest of the program.?

No copy is too small?

It's not always lengthy texts that make the whole of a website. Often, it’s the small details that give beauty and significance to it. That’s what microcopy is to your website –? small yet crucial to its functionality, whether you’re a small business or a big brand.?

If you are a small business out there and want to achieve the right UX for your website you should get in touch with Elephant way! Melbourne’s leading web design and development agency can help you kickstart your business’s journey to success right here!