Andrew Roe: Microcopy

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LavaCon Las Vegas 2016 Presentation

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Andrew Roe: Microcopy

  1. 1. Microcopy Make a big emotional impact with small content ANDREW ROE | LAVACON | 10.26.16
  2. 2. For the next hour… 1. Overview and definition of microcopy 2. How microcopy has evolved 3. Examples and strategies 4. Detailed walk-through/case study:TurboTax 5. Share results/impact of this work 6. Recap + Q&A
  3. 3. microcopy /ˈmīkrō ˌ käpē/ n. 1. short, helpful, contextual words and phrases that clarify meaning, anticipate questions, and alleviate fears or concerns. 2.Also: a way to delight customers and create an emotional connection.
  4. 4. “If content is king, then microcopy is queen.” —Allison Betancourt
  5. 5. “Microcopy is small yet powerful copy. It’s fast, light, and deadly. It’s a short sentence, a phrase, a few words.A single word. It’s the small copy that has the biggest impact.” —Joshua Porter, Bokardo Design
  6. 6. (people don’t read?)
  7. 7. Tasty menu copy boosts sales… Dishes described as “handcrafted,” “triple-basted,” “slow-cooked,” “grilled,” and ”slammed with flavor” increased sales by 27 percent.
  8. 8. Some examples from TurboTax…
  9. 9. “Hi, it’s nice to meet you.”
  10. 10. “Um, I don’t think so.”
  11. 11. 1. Build a relationship
  12. 12. Andy Nice to meet you, Andy.
  13. 13. 2. Be human
  14. 14. 3. Make it reciprocal
  15. 15. What were the results? •  104 conversion rate •  15% unit growth for TurboTax Online •  2-point gain in market share
  16. 16. I feel like I am working with someone I know.
  17. 17. It’s treating you like a real person.
  18. 18. I love the language.You are making this process a lot more enjoyable.
  19. 19. The new icons and the personable text made it feel as though a friend was guiding you through step by step.
  20. 20. The bite-sized humor helped ease me. I thought that it helped me have a positive look on the experience.
  21. 21. Microcopy principles… 1. Build a relationship 2. Be human 3. Make it reciprocal

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