This document discusses microcopy, which are short, contextual words and phrases that clarify meaning and alleviate concerns. Microcopy can delight customers and create an emotional connection. The document provides examples of effective microcopy from TurboTax that helped build a relationship, sounded human, and was reciprocal. These microcopy changes resulted in a 104% increase in conversion rate and 15% growth in online users for TurboTax, gaining 2% in market share. Principles of good microcopy include building a relationship, having a human tone, and responding to the user.

1. Microcopy
Make a big emotional impact with small content
ANDREW ROE | LAVACON | 10.26.16

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

7. 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.

8. “If content is king, then microcopy is queen.”
—Allison Betancourt

9. “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

10. (people don’t read?)

22. Tasty menu copy boosts sales…
Dishes described as “handcrafted,” “triple-basted,”
“slow-cooked,” “grilled,” and ”slammed with flavor”
increased sales by 27 percent.

35. Some examples from TurboTax…

36. “Hi, it’s nice to meet you.”

37. “Um, I don’t think so.”

38. 1. Build a relationship

39. Andy
Nice to meet you, Andy.

42. 2. Be human

44. 3. Make it reciprocal

48. What were the results?
• 104 conversion rate
• 15% unit growth for TurboTax Online
• 2-point gain in market share

49. I feel like I am working
with someone I know.

50. It’s treating you
like a real person.

51. I love the language.You
are making this process
a lot more enjoyable.

52. The new icons and the
personable text made it feel
as though a friend was guiding
you through step by step.

53. The bite-sized humor helped
ease me. I thought that it
helped me have a positive
look on the experience.

66. Microcopy principles…
1. Build a relationship
2. Be human
3. Make it reciprocal