Ecommerce homepage UX consists of various elements. And while the aspects like graphic design, checkout process, pop-ups, product page structure, and others are widely covered in case studies and blogs, the language often remains overlooked. At the same time, the text is one of the critical factors for the right navigation through the website, not to mention it is the most vital source of information for the users.
But how do you create an excellent copy to ensure an interface is straightforward and user-friendly? Read on to find out more about UX copywriting and learn some valuable tips.
What Is UX Copywriting?
UX writing generates intuitive, pleasant product experiences by producing copy to assist users in achieving their objectives. Product design services play a crucial role in creating user-friendly interfaces, ensuring that every interaction is intuitive and satisfying for the user. All messages should be clear to the users, so they are not left wondering what to do next. UX writers generate content, often known as microcopy, that is used in the UI of an app to help users as they interact with it. Examples of UX copy and microcopy include various text components, like:
- Text for buttons;
- Error Messages;
- CTA messages;
Marketing copywriting is frequently promotional in nature. Its goal is conversion rate optimization, brand recognition, and potential customers attraction. UX content, in its turn, offers value to the experience rather than creating demand. UX writing strives to establish a meaningful relationship between a customer and a product across touchpoints. The UX content in any interface should be:
- Simple, so people can easily comprehend what you’re trying to convey.
- Brief and centered on the purpose without empty talks.
- Helpful since its primary goal is to provide necessary information or assist with interactions.
- Consistent, which implies preserving the same style, tone, voice, and vocabulary through the interface.
How to Create a User-Friendly Interface with Copy
User experience writing is more complex than it appears at first glance. To create a nice, well-performing copy, a copywriter needs a deep understanding of UX principles. This way, users wouldn’t even notice that they are being directed. Industry experts are still working on the best practices and methods for generating excellent UX directions. Nonetheless, some of their discoveries are ready to be targeted and examined in greater depth. These are some helpful hints for making sure the UX copy functions properly.
Stick to a Friendly Tone
Maintain a dialogue style that matches the expectations of the target audience. Whatever the sphere and language are, it is more important to be straightforward and polite here than grammatically sophisticated. UX writing is intended to guide the user, making the process easy. People do not want to be patronized or waste time and energy figuring out how to utilize an app.
Build a Dialogue
The best thing you can do for users with written content is to give them the impression that they are communicating with a human — a person with a distinct communication style and voice who is actually helpful. In articles or books, synonyms are useful for making language more colorful and vibrant. But as far as website interface is concerned, they can degrade user experience by causing consumers to search for connections between synonymic phrases rather than just using the product to solve their problems.
Mind a Hierarchy
Those who learn UX design know that users do not begin an engagement by reading every word on the website or screen. They scan it for hooks that will pique their interest: if they are convincing, the user decides to give the resource a second glance, attentive and delving into detail. The main message delivered in the text is usually found in the first seconds of engagement. All text elements should be structured according to the typographic hierarchy so that the viewer can quickly detect the primary information by scanning the page or screen.
Make Use of Numbers and Bold Type
Developing a previous thought, there are different ways to highlight the most critical information. Numerals, for instance, frequently halt the wandering eye and draw fixations. People instinctively associate numbers with facts, statistics, sizes, and other data that can be valuable to them. As a result, people are drawn to the numbers in the copy, although words indicating numerals may be overlooked in the body of the text.
Also, don’t forget to use different types, bold and italic fonts, different word sizes, colors, or highlighting to draw attention to key content. But be careful; don’t bombard users with too many competing components.
Always Start with the Most Important Information
Focus primarily on useful information when writing short text, instructions, or messages, and avoid distracting readers with excessive lead-in and warm-up material. Sure, it shouldn’t be simply dry, unemotional informational paragraphs, but try to reduce the secondary and enhance the active parts. Consider employing the Inverted Pyramid Principle. It’s when you move from what’s necessary to what’s nice to know, from the primary message to nuances that may or may not be important.
Use Question-Answer Technique
An exchange of questions and answers is always a sign of good UX copy. To ensure readers can quickly gain their bearings, answer any potential questions while producing your documents – especially before they occur to the end users. However, not all questions can be readily answered. If the answer depends on some circumstances or doesn’t have a single solution, stick to the most recent solid details and then put it into context. See how Ikea applies the technique.
Perform A/B Testing
A/B testing is what will provide the groundwork for user research. Since UX text is an essential product component, it must also be tested. A/B testing contrasts the performance of two software products, option A and option B. In terms of UX authoring during A/B testing, some questions must be asked and answered, for example:
- Is the copy representative of what people want to do?
- Does reading and absorbing feel natural to the user?
- Does the UX design allow users control over the interface?
- Does your copy improve the overall experience?
- Are these terms inclusive?
- Are the phrases used in an app or website intended to elicit trust from users?
Create hypotheses and run A/B testing to observe how things go. It is risky, but testing numerous variants of copy on different people will help you develop a better product. Even if you are confident that you are an expert in writing good pieces, they may not work in a specific environment. So, user testing is always beneficial. If testing the copy on the target audience is impossible, ask coworkers or acquaintances to give their thoughts.
Apply the Right Vocabulary and Grammar
When developing your writing voice and style, it’s wise to establish a guide describing the vocabulary and certain grammar aspects that are preferable or, on the contrary, forbidden on the website. You should keep certain things in mind when creating such a guide.
Avoid Double Negatives
Double negatives raise cognitive burdens since they require users to spend additional time interpreting the information.
Begin with the Objective
When describing an objective and the activity required to achieve it, begin the phrase with the objective. For example, ‘To proceed to checkout, click here.’
Write in Active Voice
Passive voice overloads the sentences, so it’s always better to use active voice instead. Compare ‘All the inputs should be filled’ and ‘Fill all the inputs.’
Use ‘Today,’ ‘Yesterday,’ and ‘Tomorrow’ Instead of Dates
People do not use the date when referring to the day preceding the present. ‘Yesterday,’ they say. The same logic can be used for user interfaces. Instead of a date, use the words ‘today,’ ‘yesterday,’ or ‘tomorrow.’ It prevents consumers from using the calendar whenever they want to know when an event occurred.
According to UserGuiding, better UX design can increase conversion rates by up to 400%. UX copywriting is indeed tedious work, requiring special skills and knowledge. But as statistics show, it is totally worth it. Apart from that, every copy on the website not only influences user experience but also contributes to your relationship with the customers. The text reflects the brand’s voice, position, ideology, and attitude toward the customers.
About the Author
Kate Parish is a chief marketing officer at Onilab. She has almost a decade of experience in the company and is still enthusiastic about every aspect of digital marketing. Kate sees the marketing mission as ensuring sustainable business growth. For this purpose, she helps companies and readers create efficient campaigns, solve common problems, and enhance crucial website metrics, such as conversions, bounce rates, and others.