Use microcopy to drive conversions

Contributors: @usman.qureshi


Business Benefits

Increase the number of users who reach the last stage of your funnel.


Run usability tests with your customer base to understand the needs of your target market and how easily they navigate your website.

  • During the test, take note of the exact words participants use to describe a task, as well as the trepidation in their voice.
  • Test the usability on pages such as checkout page, product page, payment page, confirmation pages, or error messages.

Create a spreadsheet with columns for User Remark, URL, Issue, and Solution, and fill in tester comments and the page that they were on.

Use test remarks to identify which sections of your website are hard to understand.

Fill in the Issue and Solution columns for each remark, adding only actionable steps in the Solution column that will mitigate or solve the issue.

For example, if the participant had a hard time figuring out what needs to be filled in a form field, your solution might be to improve label text for form controls.

Add a description above the product CTA button to inform users about what the product contains.

For example, if a user will be able to view information about a product when they click a CTA button, include a microcopy above it that tells them this - otherwise they might assume that clicking the button will take them straight to the payment stage. Include reassurances where users might be worried about hidden costs/steps and decrease the text opacity to 70-80% so that the text is clear but not attention-grabbing. For example, include There will be no extra costs after the total displayed on a checkout page.

Add microcopy to your forms, telling users what they need to do, or do differently, to successfully submit the form.

Highlight error microcopy by using an attention-grabbing font color (like red) so users can quickly see what needs to change.

Add in line validation (green border, tick etc) when the users fill the form correctly. These micro-feedbacks can act as quick boosters to quickly fill the remaining fields or correct the ones filled incorrectly.

Check that the CTA text matches the step the user is about to take, and edit it if not.

For example, if users need to select a plan and are prompted to the checkout page, label your CTA button with Review Order rather than Continue.

Go to Behaviors > Site Search > Search Terms in Google Analytics and identify the most searched terms on your website.

Add text to the search bar that contains 2-3 of the most common terms people search for on your website.

For example, if users frequently search for pillows and chairs, add Search for pillows, chairs…

Add microcopy on your checkout page when users are required to fill in personal details, to explain why their personal information is required.

Adding explanation relieves stress and purchase anxiety for the buyer.

Run A/B tests to identify the best-performing microcopy adjustments by looking at the number of conversions between the variance page and the control page.

2 Likes

Another great play book! Small suggestion to improve Step 5:

Add in line validation (green border, tick etc) when the users fill the form correctly. These micro-feedbacks can act as quick boosters to quickly fill the remaining fields or correct the ones filled incorrectly.

@hesh_fekry tried to use an image as example but it won’t let me upload.

1 Like

Hi @usman.qureshi i think this is related to your trust level on the forum. As you have made a few contributions already, this has been upgraded.

Can you try again with image please? Visuals always helps to explain.

1 Like

Ah, okay. I was unaware. But it still didn’t work from mobile (even with the desktop version), I had to do it on desktop. Here it is. Hope it’s helpful.

I do agree though. On the whole, if ALL Playbooks where possible / applicable have some sort of visuals to enrich the content will make life easier!

1 Like