UX Writing - How to improve conversions with the right copy Tipps and tricks how to improve the conversions on a website with some simple but effective copy

1. UX Writing
Insights, Tipps & Tricks

3. 😈 UX-Writers are writing the words which we read and hear if we use a digital product
😈 The goal is always, to help and lead the User. Therefore those words and texts need to be:
💪 Clear
💪 Precise
💪 Useful
What is UX-Writing?
UX Writer Copywriter
...is writing the words and phrases that
Users see or hear within a product.
...is writing about a product to sell or
distribute it.

4. Goals of UX-Writing
Constructive
Clear
Consistent
Conversational
Concise

5. Constructive
What is the goal of your writing? Keep in mind: if it’s not useful, it’s not worth it.
💫 Short paragraphs (max. 5 lines)
💫 At least one break every 150 words with bullet points, graphs etc.
💫 Subheaders as a framework for the text
💫 Use a table of contents with anchors
The challenge for a UX Writer is always, to divide the text in small “tidbits” . Like that, users that will just skim a text
can get all the important information out of it.
Extra tipp: Always tell people up front what they're in for. That way they can assess whether your content is worth
their time.
And: Know your target audience. The better you uhnderstand them the easier it will be to create comprehensive
content.

6. Clear
Great writing, like great design, is invisible. How do we make something invisible? If we make it clear!
Which button is clear and which is creating confusion?
How to get a clear content: TEST IT!
💙 Ask your Audience (people that really will be using your product, not Co-Workers, Mum or Friends) if the
message is clear
💭 Do they understand the purpose?
💭 If not: ask them what would make it clearer

7. Consistent
Knowing the voice and tone of your brand can help you writing your copy. (VoT Styleguide from Mailchimp)
Voice and Tone tipps:
☝ Use the active voice.
☝ Be careful with jargon.
☝ Don't change our tone for different audiences.
☝ Use language that's easy to understand.
☝ Write with emotion to connect with people.
☝ Bring in the benefits.

8. Conversational
Who is going to read your content? Exactly, Humans. How do Humans like to communicate? Through Conversations.
Read your content out loud. Does it sounds like you’re a roboter? Change it:
Extra tipps:
💬 Did you used “Du” or “Sie” at least in one sentence?
💬 Would “We” fit as well?
💬 Does an example help to better understand the content?
💬 Does it help to point out the User what he has to do?
💬 Can you put the content into multiple, smaller sentences?
💬 Would the content be easier to understand when formulated as a question?

9. Concise
Keep it sweet and short. Users that are on the Website want to complete an initial task. They don’t want to solve a
complexe riddle.
“Like Steve Krug (author of Don’t Make Me Think) says, write like you’re writing for a
billboard. Your users are driving 80 mph and can only see a few words of copy without
crashing.”
Extra Tipp:
If you have your content:
❤ Cut it in halve
❤ Cut it in halve again
🙏 your Users will thank you for it!

10. Microcopy
What is it?
CTA
Error Pages
Error Messages

11. What is Microcopy
Microcopy are tiny tidbits of on an user interface. Those small words or phrases tell our users what to do. Provide
context, address concerns and help to tell the greater story about the product, brand and business.
1. Motivates the user before they do an action
2. Helps them during an action
3. Provides them feedback after the action
Good microcopy is timely and
relevant.
Importantly it communicates the
message clearly and concisely.
Some good examples

12. CTA
The 300-million-dollar button

13. CTA

14. How to make buttons great again
💣 It’s a CTA button. Not a text. Not hyperlinks. Not memes. Not black holes. Not gifs or pictures.
➡ Here’s not the place to unleash your creativity. Just put there what the button does.
💣 Use compelling copy
➡ It’s not about the font, style or color. In the end it’s all about the copy. We only have a limited amount of
space and should use it to clearly inform the user, what he has to expect when he clicks on it.
➡ The most effective verbs are: Start Stop Build Join Learn Discover
💣 Think about the placement
➡ Above the fold is king! If not possible, it should be in the direct path of a users view.
➡ Users are familiar with this tried and true layout: Headline → Marketing copy → Capture form and CTA
💣 Use contrasting colors
➡ It will catch the users attention and clearly identify the button as a button
💣 Keep close proximity to the previous action
➡ Keep a logical position in relation to the informative copy
💣 They should never compete with other elements
➡ CTA’s are here to convert. They should not compete with other elements on our landing page
More insights / examples of great CTA’s

15. 404 page not found

16. What a error page should do:
👻 Informs the user, that this site doesn’t exist - obviously.
👻 Helps the user to find, what he was looking for
- Use backlinks, useful information or how to’s
👻 Makes sure that a user does not drop
How UX writing can help:
👐 Say it clear and easy to understand
👐 Show understanding of how the user feels
👐 Provide help to self-help
👐 Show alternatives
👐 Use the language of the user (consistency on the whole website)

17. How not to 😑
💥 Don’t blame users
Don’t imply the site
isn’t finished -
➡ do you expect the
user to turn back in a
few weeks to this
page?
💥 Don’t blame
users.
just don’t!
😱 Don’t use CTA’s a
user won’t expect.
And neither won’t use
here.

18. How to 🎉
💥 search bar &
creativity
🎉 big CTA in the middle:
Netflix Home
🌴 get the user back
to their initial “job to
be done”

19. Error messages

20. How to make the best out of an error
💛 Communicate clear and let the user know what exactly is wrong
💛 Keep it short but meaningful - it’s not the place to tell a story
💛 Use the language of the user - he won’t understand the technical reasons behind an error
💛 Be humble - and again: don’t blame the user
💛 Avoid negative wordings and phrases
💛 Give a direction how the user can fix the error
💛 Use the same design and wording as you use on the whole website
💛 Provide actions to solve the problem - if possible
💛 Place the message where the error actually occurs

21. How to

22. Sources for more information
https://www.microcopybook.com/
https://www.oracle.com/marketingcl
oud/gatedform/gated-content-overla
y-content.html?elqoffer=RES-MobileE
mailGuide
https://www.oracle.com/marketingcl
oud/resources/email-deliverability.ht
ml
https://unbounce.com/conversion-ra
te-optimization/how-to-write-a-call-t
o-action-that-converts-with-case-sudi
es/
https://www.superoffice.com/blog/e
mail-click-through-rates/
https://www.zoho.com/academy/cta-
buttons/button-copy-making-your-ct
a-persuade.html
https://www.wordstream.com/blog/
ws/2014/03/31/email-subject-lines
https://myemma.com/strategy/eight
een-stats