The content of a website or a digital application is not just the texts, images, graphics or videos that can be seen on it. It is often the small elements that motivate us users to click again or simply scare us off. Pinterest, for example, succeeded in increasing the conversion rate by 11% by simply rewriting the email subject and thus generating hundreds of thousands of new Pinterest users per week. (Source: Pinterest Engineering Blog)
UX writing (also UX copy) aims to better guide users through the application or to motivate them to receive further content by cleverly texting the interface elements, email confirmations or help content on a website.
Every small reference (microcopy) on CTA buttons, in emails or on 404 pages serves the purpose of purely instinctively persuading users to take action such as clicking, buying, or downloading.
The Seattle Times provides an example. They optimized the content of their Corona news push notifications and thus results in a more positive UX despite a negative topic.
- Header imprecise and long
- Request at the start
- impersonal
- Yes/No option
- Body text imprecise
- CTA problematic
- dark/unclear design
+ Header accurate and positive
+ short and to the point
+ personal approach/orientation
+ Body text offers specific content = wider target group
+ clear/friendly language
+ 2nd button offers another option
+ CTA positive
+ clear design
With regard to user behavior, it becomes clear why UX writing is important for digital applications: Users rarely have time and patience to struggle with long texts and incomprehensible technical jargon. They are always looking for a helpful answer, the cheapest offer or the right gift. Not only must content be quickly available, but the handling of digital products must also be simplified. To achieve this, content and design must be developed inseparably together. UX writing should be an indispensable part of the content strategy.
Netflix, for example, offers its future users at a glance what to expect with a subscription: rich film program, anywhere, cancellation at any time and a test option.
Uncertainties that could arise when using the application are analyzed using data research and user tests and are constantly optimized for a holistic UX. Find out how a UX audit is carried out here.
Through the interface, the user links the positive user experience with values and the brand that stands behind it. Consistency and user-centered language can lead to a long-term and emotional commitment to the product and brand. This page, for example, shows this:
Despite unavailable content, it is likely that the user will stay on Mailchimp and search for other content there. Text and design were used effectively and consistently to resolve a negative situation in a positive way.
If the user combines a digital product with uncomplicated, intuitive, direct handling and a positive UX, he/she is more willing to download the app, use the website longer or subscribe to the newsletter. This also has a positive effect on the search engine algorithm.
Loud Kinneret Yifrah Can the measurement of a clear ROI be simplified: Higher user activity = more users take action = turnover. As a result, UX writing can boost e-commerce. With the textual adaptation of “Book a Room” to “Check availability” in the interface a few years ago, Google also proved that a positive UX is more likely to lead to sales transactions and increased its Engagement rate of 17%.
Both options aim to book a room, but trigger different emotions.
“Book a room” expresses commitment and supposedly puts users under pressure, while they may not even want to commit themselves to a specific room and date when looking for a hotel. “Check availability”, on the other hand, motivates you to get an overview and book if necessary.
At Uhura, we know that good digital products need content, design, and action. That is why we are already using UX writing in numerous projects to optimize the everyday use of digital applications and create relevant content for your target group.
If you too are looking for an improved UX for your brand, then don't hesitate to contact us. We are at your side with our UX expertise.
