A few weeks ago I presented at Interactive Minds on the topic ‘Optimising your web content to perform’.
While I think some people were expecting me to talk about SEO, I instead focused on what you can do to optimise your content to convert visitors to customers.
I talked about some of the techniques you can use to identify your most important content, how to tell if it’s performing or not, and what to do to help it perform better.
One of the tips I gave to help boost content performance was to improve microcopy.
Think of all of the small pieces of in-context content which help visitors perform a task on your website.
It’s often an overlooked part of content development because it’s found on error pages, forms, buttons and other elements which may not be part of the ‘main’ content areas.
For example, if you have a shopping cart on your site you’ll most likely have microcopy to assist customers making a purchase. It may be a couple of words about which credit cards you accept, advice that shipping is a flat rate, or even tips on creating a password.
Why is microcopy important?
Good microcopy smooths the pathway to conversion. It reassures, it informs, it clarifies. It helps the user engage with the site. And an engaged user is far more likely to convert than a non-engaged one.
On the flip side, bad microcopy can confuse, frustrate and erode trust. Think of a bad shopping cart experience you’ve had. Have you ever abandoned a purchase because of something simple like not knowing if postage is included or not? I know I have.
Or, have you ever got an error message on an online registration form—but no clues as to what went wrong? Do you persist, or do you leave the site?
In both of these situations some well-written microcopy could have helped you stay on the site.
So next time you’re planning a content project, spend some time thinking about your microcopy and how it can help convert your visitors.