{"id":10190,"date":"2021-04-19T18:24:48","date_gmt":"2021-04-19T21:24:48","guid":{"rendered":"https:\/\/uruit.com\/blog\/?p=10190"},"modified":"2023-06-01T01:20:51","modified_gmt":"2023-06-01T04:20:51","slug":"microcopy-a-little-text-to-boost-your-conversion-rate","status":"publish","type":"post","link":"https:\/\/uruit.com\/blog\/microcopy-boost-conversion\/","title":{"rendered":"Microcopy: a little text to boost your conversion rate"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_17 counter-hierarchy counter-decimal ez-toc-grey\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" style=\"display: none;\"><i class=\"ez-toc-glyphicon ez-toc-icon-toggle\"><\/i><\/a><\/span><\/div>\n<nav><ul class=\"ez-toc-list ez-toc-list-level-1\"><li class=\"ez-toc-page-1 ez-toc-heading-level-1\"><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/uruit.com\/blog\/microcopy-boost-conversion\/#Microcopy_a_little_text_to_boost_your_conversion_rate\" title=\"Microcopy: a little text to boost your conversion rate\">Microcopy: a little text to boost your conversion rate<\/a><ul class=\"ez-toc-list-level-2\"><li class=\"ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/uruit.com\/blog\/microcopy-boost-conversion\/#So_what_is_microcopy_exactly_you_ask\" title=\"So,\u00a0what is microcopy\u00a0exactly you ask?\u00a0\">So,\u00a0what is microcopy\u00a0exactly you ask?\u00a0<\/a><ul class=\"ez-toc-list-level-3\"><li class=\"ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/uruit.com\/blog\/microcopy-boost-conversion\/#Anticipating_Concerns_Users_Are_Supported\" title=\"Anticipating Concerns: Users Are Supported\u00a0\">Anticipating Concerns: Users Are Supported\u00a0<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/uruit.com\/blog\/microcopy-boost-conversion\/#Identifying_what_comes_next_Users_are_guided\" title=\"Identifying what comes next: Users\u00a0are\u00a0guided\u00a0\">Identifying what comes next: Users\u00a0are\u00a0guided\u00a0<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/uruit.com\/blog\/microcopy-boost-conversion\/#Humanizing_a_website_or_app_Users_are_understood\" title=\"Humanizing a website or app: Users are\u00a0understood\">Humanizing a website or app: Users are\u00a0understood<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/uruit.com\/blog\/microcopy-boost-conversion\/#Compelling_an_action_Users_are_inspired\" title=\"Compelling an action: Users are\u00a0inspired\">Compelling an action: Users are\u00a0inspired<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/uruit.com\/blog\/microcopy-boost-conversion\/#Conveying_a_companys_personality_Users_are_connected\" title=\"Conveying a company\u2019s personality: Users are\u00a0connected\u00a0\">Conveying a company\u2019s personality: Users are\u00a0connected\u00a0<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/uruit.com\/blog\/microcopy-boost-conversion\/#Converting_a_lead_to_a_customer_Users_are_committed\" title=\"Converting a lead to a customer: Users are\u00a0committed\u00a0\">Converting a lead to a customer: Users are\u00a0committed\u00a0<\/a><\/li><\/ul><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/uruit.com\/blog\/microcopy-boost-conversion\/#In_conclusion\" title=\"In conclusion:\u00a0\">In conclusion:\u00a0<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"Microcopy_a_little_text_to_boost_your_conversion_rate\"><\/span><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Microcopy: a little text to boost your conversion rate&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:15165,&quot;3&quot;:{&quot;1&quot;:0},&quot;5&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;6&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;7&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;8&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;11&quot;:3,&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:11}\">Microcopy: a little text to boost your conversion rate<\/span><span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"auto\">We know from experience that small things can have a huge impact. A new baby in the house can be the tiniest\u00a0<\/span><span data-contrast=\"auto\">one<\/span><span data-contrast=\"auto\">\u00a0with the largest demands<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\">\u00a0a<\/span><span data-contrast=\"auto\">\u00a0little hot sauce on your taco can set your mouth on fire<\/span><span data-contrast=\"auto\">\u00a0and a little bit of sleep can leave you dragging the next day<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Microcopy is no exception<\/span><span data-contrast=\"none\">. The prefix comes from the Greek <\/span><span data-contrast=\"none\">\u03bc\u03b9\u03ba\u03c1\u03cc\u03c2<\/span><span data-contrast=\"none\">\u00a0(<\/span><span data-contrast=\"none\">mikr\u00f3s<\/span><span data-contrast=\"none\">),\u202f<\/span><span data-contrast=\"none\">meaning<\/span><span data-contrast=\"none\">\u202f&#8221;small&#8221;<\/span><span data-contrast=\"none\">\u00a0and<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"auto\">l<\/span><span data-contrast=\"auto\">ike micro-organisms, micro-brewing and micro-chips, \u201cmicrocopy\u201d is small in scale and large in importance.<\/span><span data-contrast=\"auto\">\u00a0<strong>Microcopy<\/strong> is savvy, leading us through websites and apps in an efficient and entertaining way, anticipating where and when we might get lost, what we might be thinking and how we might be feeling about a product, process, opportunity or experience.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-d69fe437-0d79-4e5c-8419-4c3b942a41b4\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-d69fe437-0d79-4e5c-8419-4c3b942a41b4\" class=\"hs-cta-node hs-cta-d69fe437-0d79-4e5c-8419-4c3b942a41b4\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/9381387\/d69fe437-0d79-4e5c-8419-4c3b942a41b4\" class=\"external\" rel=\"nofollow\"><img id=\"hs-cta-img-d69fe437-0d79-4e5c-8419-4c3b942a41b4\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/9381387\/d69fe437-0d79-4e5c-8419-4c3b942a41b4.png\" alt=\"Download the Checklist to master the art of Microcopy\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(9381387, 'd69fe437-0d79-4e5c-8419-4c3b942a41b4', {\"region\":\"na1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"So_what_is_microcopy_exactly_you_ask\"><\/span><span class=\"TextRun SCXW227136784 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW227136784 BCX0\">So,<\/span><\/span><span class=\"TextRun SCXW227136784 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW227136784 BCX0\">\u00a0what is microcopy\u00a0<\/span><\/span><span class=\"TextRun SCXW227136784 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW227136784 BCX0\">e<\/span><\/span><span class=\"TextRun SCXW227136784 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW227136784 BCX0\">xactly you ask<\/span><\/span><span class=\"TextRun SCXW227136784 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW227136784 BCX0\">?<\/span><\/span><span class=\"EOP SCXW227136784 BCX0\" data-ccp-props=\"{}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">Microcopy is\u00a0<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">the\u00a0<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">small<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">\u00a0amount\u00a0<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">of copy on an app or website that provide<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">s<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">\u00a0<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">guidance or\u00a0<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">context<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">.<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">\u00a0It\u2019s on and under buttons, it\u2019s on forms and under instructions, in search bars and account registrations. It\u2019s everywhere!\u00a0<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">It\u00a0<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">can\u00a0<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">reassure users, present<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">\u00a0<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">a\u00a0<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">call to action or prompt click<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">s<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">.<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">\u00a0It can even make you laugh.<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">\u00a0It\u2019s encouraging, inviting, promising and understanding. It\u00a0<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2 SCXW50204790 BCX0\">says<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">\u00a0\u201cno credit card required,\u201d \u201csign-up now,\u201d and\u00a0<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">\u201cit\u2019s free.\u201d<\/span><\/span><span class=\"TextRun SCXW50204790 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW50204790 BCX0\">\u00a0It\u2019s\u00a0<\/span><span class=\"NormalTextRun AdvancedProofingIssueV2 SCXW50204790 BCX0\">pretty great<\/span><span class=\"NormalTextRun SCXW50204790 BCX0\">.<\/span><\/span><span class=\"EOP SCXW50204790 BCX0\" data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><strong>Microcopy<\/strong><span data-contrast=\"auto\"><strong>\u00a0<\/strong>is\u00a0<\/span><span data-contrast=\"auto\">your<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">tour guide. When written well it reduces confusion, inspires connection and increases\u00a0<\/span><strong>user engagement<\/strong><span data-contrast=\"auto\">. It impacts sales by\u00a0<\/span><span data-contrast=\"auto\">improving the <\/span><span data-contrast=\"auto\"><strong>User Experience<\/strong>\u00a0and humanizing websites and apps by offering\u00a0<\/span><span data-contrast=\"auto\">personality and\u00a0<\/span><span data-contrast=\"auto\">some much-needed humor.<\/span><span data-contrast=\"auto\">\u00a0It can be empathetic, witty, or charming, but is almost always an enhancement of the site or app<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">W<\/span><span data-contrast=\"auto\">hen done well, microcopy converts leads into customers, impacting sales, numbers and businesses and improving your <strong>digital product<\/strong>&#8216;s performance. Like any good tour guide it<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">provides<\/span><span data-contrast=\"auto\">\u00a0the tips and directions you didn\u2019t even know you needed and then can\u2019t imagine the experience without<\/span><span data-contrast=\"auto\">.<\/span><\/p>\n<p><span data-contrast=\"auto\">When you visit Machu Picchu,\u00a0<\/span><span data-contrast=\"auto\">Chichen<\/span><span data-contrast=\"auto\">\u00a0Itza or Petra it\u2019s nice to have a tour guide, whether a local expert, your phone or a tiny\u00a0<\/span><span data-contrast=\"auto\">pocketbook<\/span><span data-contrast=\"auto\">\u00a0with historical dates and facts. Someone\u00a0<\/span><span data-contrast=\"auto\">or something that<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">guide<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">\u00a0and inform<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">\u00a0your experience make<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">\u00a0it\u00a0<\/span><span data-contrast=\"auto\">that much\u00a0<\/span><span data-contrast=\"auto\">more enjoyable, memorable and valuable. It enriches\u00a0<\/span><span data-contrast=\"auto\">your<\/span><span data-contrast=\"auto\">\u00a0journey. This is microcopy<\/span><span data-contrast=\"auto\">\u00a0and any website can be your Machu Picchu or Petra.\u00a0<\/span><span data-contrast=\"auto\">Let\u2019s breakdown\u00a0<\/span><span data-contrast=\"auto\">how microcopy enhances <strong>UX<\/strong>.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Anticipating_Concerns_Users_Are_Supported\"><\/span><span data-ccp-props=\"{}\"><span class=\"TextRun BCX0 SCXW209122985\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun BCX0 SCXW209122985\">Anticipat<\/span><\/span><span class=\"TextRun BCX0 SCXW209122985\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun BCX0 SCXW209122985\">ing<\/span><\/span><span class=\"TextRun BCX0 SCXW209122985\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun BCX0 SCXW209122985\"> Concerns: <em>Users Are Supported<\/em><\/span><\/span>\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">Flight attendants are experts at this. When you board any plane, in any country around the world, after\u00a0you\u00a0<\/span><span data-contrast=\"auto\">\u00a0squeeze\u00a0into your seat<\/span><span data-contrast=\"auto\">\u00a0the presentation begins.\u00a0<\/span><span data-contrast=\"auto\">F<\/span><span data-contrast=\"auto\">light attendants explain where the emergency exits are, how to inflate your life vest and how to put on your mask before assisting others. They are anticipating your greatest concern and preparing you for an emergency.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Where concerns are concerned, m<\/span><span data-contrast=\"auto\">icrocopy is your flight attendant.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">We all make payments online and have all felt an immediate wave of worry wash over us after submission. Did it really go through?\u00a0<\/span><span data-contrast=\"auto\">When will it\u00a0<\/span><span data-contrast=\"auto\">post<\/span><span data-contrast=\"auto\">? Is it being processed?<\/span><span data-contrast=\"auto\">\u00a0Has there been a data breach?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><strong>Microcopy\u00a0<\/strong><span data-contrast=\"auto\">is there to reassure you<\/span><span data-contrast=\"auto\">. Like on this example<\/span><span data-contrast=\"auto\">:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-10191\" src=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture1-e1617897677158-300x156.png\" alt=\"Microcopy explains that it may take up to 24 hours to process the payment\" width=\"444\" height=\"231\" srcset=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture1-e1617897677158-300x156.png 300w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture1-e1617897677158-20x10.png 20w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture1-e1617897677158.png 482w\" sizes=\"(max-width: 444px) 100vw, 444px\" \/><\/p>\n<p><span data-contrast=\"auto\">Microcopy says, don\u2019t worry! We know you might be anxious but keep in mind it may take up to a day to receive and process your payment. Breathe easy<\/span><span data-contrast=\"auto\">\u00a0and r<\/span><span data-contrast=\"auto\">est assured. We\u2019re on it.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Other concerns can\u00a0<\/span><span data-contrast=\"auto\">also\u00a0<\/span><span data-contrast=\"auto\">be addressed via microcopy,\u00a0<\/span><span data-contrast=\"auto\">like common worries\u00a0<\/span><span data-contrast=\"auto\">about getting spammed, making irreversible decisions and changes online (like during account set-up)\u00a0<\/span><span data-contrast=\"auto\">or<\/span><span data-contrast=\"auto\">\u00a0encountering\u00a0<\/span><span data-contrast=\"auto\">error messages like 404 notices. Microcopy can anticipate and address\u00a0all of\u00a0these concerns and more.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This example on the <\/span>Forks Meal Planner<span data-contrast=\"auto\">\u00a0site is there to\u00a0<\/span><span data-contrast=\"auto\">give you an out if needed<\/span><span data-contrast=\"auto\">:<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-10193\" src=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/fok.png\" alt=\"Microcopy is used to explain that you can change your schedule later\" width=\"250\" height=\"380\" \/><\/p>\n<p><strong>M<\/strong><span data-contrast=\"auto\"><strong>icrocopy<\/strong> s<\/span><span data-contrast=\"auto\">ays,<\/span><span data-contrast=\"auto\">\u00a0you can always change this later!\u00a0<\/span>Forks Meal Planner<span data-contrast=\"auto\">\u00a0understands that life is crazy and sometimes schedules are upended.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Good microcopy anticipates concerns<\/span><span data-contrast=\"auto\">\u00a0and by doing so reduces stress and uncertainty<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Identifying_what_comes_next_Users_are_guided\"><\/span><b><span data-contrast=\"auto\">Identifying what comes next: <\/span><\/b><i><span data-contrast=\"auto\">Users\u00a0<\/span><\/i><i><span data-contrast=\"auto\">are<\/span><\/i><i><span data-contrast=\"auto\">\u00a0guided<\/span><\/i><span data-ccp-props=\"{}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">These days we avoid<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">unpredictability<\/span><span data-contrast=\"auto\">. Our time is\u00a0<\/span><span data-contrast=\"auto\">well organized,<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">our<\/span><span data-contrast=\"auto\">\u00a0trips are mapped out in advance. We like to know what\u2019s coming up next and what to expect. Whether it<\/span><span data-contrast=\"auto\">\u2019<\/span><span data-contrast=\"auto\">s a road trip across the country or errands in the city, we rely on our apps to get us there as fast and as safely as possibl<\/span><span data-contrast=\"auto\">e.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\"><strong>Microcopy<\/strong> spells out next steps and foreshadows future pages, processes, actions and opportunities. Microcopy\u00a0<\/span><span data-contrast=\"auto\">for Dropbox encourages you to take your experience to the next level by completing the following steps:<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-10194\" src=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture3-186x300.png\" alt=\"Dropbox uses microcopy to explain the benefits of their solution\" width=\"252\" height=\"407\" srcset=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture3-186x300.png 186w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture3-635x1024.png 635w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture3-12x20.png 12w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture3.png 676w\" sizes=\"(max-width: 252px) 100vw, 252px\" \/><\/p>\n<p><strong>Microcopy\u00a0<\/strong><span data-contrast=\"auto\">tells you that you good things happen when your stuff lives in Dropbox! You can get the most out of your experience by completing the next steps, and why wouldn\u2019t you? With\u00a0<\/span><span data-contrast=\"auto\">next<\/span><span data-contrast=\"auto\">\u00a0steps spelled out clearly, microcopy h<\/span><span data-contrast=\"auto\">o<\/span><span data-contrast=\"auto\">ld<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">\u00a0your hand and give<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">\u00a0you a nudge in the\u00a0<\/span><span data-contrast=\"auto\">right direction.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">On the\u00a0<\/span>Atlassian<span data-contrast=\"auto\"> site, microcopy\u00a0<\/span><span data-contrast=\"auto\">even\u00a0<\/span><span data-contrast=\"auto\">lead<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">you<\/span><span data-contrast=\"auto\">\u00a0back when\u00a0<\/span><span data-contrast=\"auto\">you<\/span><span data-contrast=\"auto\">\u2019ve gone astray<\/span><span data-contrast=\"auto\">:<\/span><\/p>\n<p><img loading=\"lazy\" class=\" wp-image-10196 aligncenter\" src=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture4-300x261.png\" alt=\"\" width=\"356\" height=\"310\" srcset=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture4-300x261.png 300w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture4-20x17.png 20w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture4.png 443w\" sizes=\"(max-width: 356px) 100vw, 356px\" \/><\/p>\n<p><span data-contrast=\"auto\">In this case microcopy is poetic and rhythmic, memorable, enjoyable and ultimately effective in leading users back without losing them completely. Well considered and executed microcopy retains users through engaging text that keeps people clicking.<\/span><\/p>\n<p><span data-contrast=\"auto\"><strong>Good microcopy<\/strong> clarifies what comes next and guides you there.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Humanizing_a_website_or_app_Users_are_understood\"><\/span><span class=\"TextRun SCXW119254820 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW119254820 BCX0\">Humanizing a website or app: <\/span><\/span><em><span class=\"TextRun SCXW119254820 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW119254820 BCX0\">Users are\u00a0<\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2 SCXW119254820 BCX0\">understood<\/span><\/span><\/em><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">In my household Alexa doesn\u2019t understand my husband\u2019s thick Colombian accent or my three-year-old shouting out demands<\/span><span data-contrast=\"auto\">.<\/span><span data-contrast=\"auto\">\u00a0There is a lot of bad music played and lights going on and off when they are not supposed to.\u00a0<\/span><span data-contrast=\"auto\">As much as tech\u00a0<\/span><span data-contrast=\"auto\">has\u00a0<\/span><span data-contrast=\"auto\">simplifie<\/span><span data-contrast=\"auto\">d<\/span><span data-contrast=\"auto\">\u00a0and streamline<\/span><span data-contrast=\"auto\">d<\/span><span data-contrast=\"auto\">\u00a0our lives,<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">and as automated as things have become,\u00a0<\/span><span data-contrast=\"auto\">talking with Alexa still isn\u2019t the same as talking with a friend, colleague, customer service rep or even\u00a0<\/span><span data-contrast=\"auto\">a\u00a0<\/span><span data-contrast=\"auto\">stranger.<\/span><\/p>\n<p><span data-contrast=\"auto\">Humans want to connect (with other humans), relate to one another and be understood. We want to know we\u00a0<\/span><span data-contrast=\"auto\">matter;<\/span><span data-contrast=\"auto\">\u00a0we want to feel valued and appreciated, we want to feel seen and heard. Microcopy is a company\u2019s way of connecting\u00a0<\/span><span data-contrast=\"auto\">and humanizing the<\/span><span data-contrast=\"auto\">ir<\/span><span data-contrast=\"auto\">\u00a0website and app experience<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\"><strong>Microcopy<\/strong> provides expressions of understanding, humor or grace when you need them most (like on 404 error messages)<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-contrast=\"auto\">Why not take the opportunity to transform a typically frustrating experience into an intriguing and memorable\u00a0<\/span><span data-contrast=\"auto\">one<\/span><span data-contrast=\"auto\">;\u00a0in a good way and for all the right reasons?\u00a0<\/span>Mantra Labs<span data-contrast=\"auto\">\u00a0is a perfect example of simple yet effective\u00a0<\/span><span data-contrast=\"auto\">creative\u00a0<\/span><span data-contrast=\"auto\">microcopy on a 404 page. It\u2019s worth going wrong on purpose just to see the graphics and the timer countdown:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-10197\" src=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture5-300x165.png\" alt=\"user experience is improved by this microcopy that makes the 404 page fun\" width=\"400\" height=\"220\" srcset=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture5-300x165.png 300w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture5-20x11.png 20w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture5.png 400w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/p>\n<p><strong>Microcopy\u00a0<\/strong><span data-contrast=\"auto\">says\u00a0<\/span><span data-contrast=\"auto\">you\u2019ve gone beyond their reach, but they\u2019re<\/span><span data-contrast=\"auto\">\u00a0going to get you home. And after visiting a page like this\u00a0<\/span><span data-contrast=\"auto\">with its creative text and striking graphics,\u00a0<\/span><span data-contrast=\"auto\">you don\u2019t want to go anywhere else.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In this case, microcopy exploited a typically annoying page and experience and turned it into something visually stunning and ultimately unforgettable. Microcopy can humanize a website by taking advantage of every opportunity to relate to <strong>UX<\/strong> and\u00a0<\/span><span data-contrast=\"auto\">then\u00a0<\/span><span data-contrast=\"auto\">to turn normally negative experiences into the opposite, into positive and impactful ones.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Microcopy says we\u2019re going\u00a0<\/span><span data-contrast=\"auto\">to make this experience enjoyable, fun and productive. Like\u00a0<\/span><a href=\"https:\/\/uruit.com\/saas-software-development\/\">Branch<\/a>\u00a0<span data-contrast=\"auto\">inviting you to chat and ask questions:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-10198\" src=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture6-300x158.png\" alt=\"Branch uses microcopy to improve the user experience by making easy to find help.\" width=\"401\" height=\"211\" srcset=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture6-300x158.png 300w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture6-1024x538.png 1024w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture6-768x404.png 768w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture6-750x394.png 750w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture6-1140x599.png 1140w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture6-20x11.png 20w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture6.png 1430w\" sizes=\"(max-width: 401px) 100vw, 401px\" \/><\/p>\n<p><strong><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">M<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">icrocopy\u00a0<\/span><\/span><\/strong><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">says,\u00a0<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">\u2018we\u2019re here to help\u2019\u00a0<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">and it\u00a0<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">feels reassuring and\u00a0<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">so\u00a0<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">supportive.\u00a0<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">C<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">lear<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">ly<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">\u00a0a person wrote this\u00a0<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">who<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">\u00a0understands.\u00a0<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">Clearly a person wrote this who cares. Obviously, the company cares\u2026and there you have it.\u00a0<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\"><strong>Good microcopy<\/strong> humanizes websites and apps<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">, and makes lasting impressions of your digital product<\/span><\/span><span class=\"TextRun SCXW161475765 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW161475765 BCX0\">.<\/span><\/span><span class=\"EOP SCXW161475765 BCX0\" data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Compelling_an_action_Users_are_inspired\"><\/span><b><span data-contrast=\"auto\">Compelling an action: <\/span><\/b><i><span data-contrast=\"auto\">Users are\u00a0inspired<\/span><\/i><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">You\u2019re in a foreign country known for its delicious exotic cuisine but questionable <\/span><span data-contrast=\"auto\">ingredients<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-contrast=\"auto\">You\u2019ve traveled across the world to get here and don\u2019t want to miss out on anything, but you\u2019re unsure, kind of paralyzed\u00a0at the moment<\/span><span data-contrast=\"auto\">. You\u2019re i<\/span><span data-contrast=\"auto\">n<\/span><span data-contrast=\"auto\">\u00a0the night market<\/span><span data-contrast=\"auto\">\u00a0where\u00a0<\/span><span data-contrast=\"auto\">everything smells amazing and you\u2019re\u00a0<\/span><span data-contrast=\"auto\">eager\u00a0<\/span><span data-contrast=\"auto\">to try the local delicacies but fearful of getting sick<\/span><span data-contrast=\"auto\">.<\/span><\/p>\n<p><span data-contrast=\"auto\">Out of nowhere, a<\/span><span data-contrast=\"auto\">\u00a0world famous, Michelin star chef appears from behind the stall\u00a0<\/span><span data-contrast=\"auto\">where you\u2019re standing\u00a0<\/span><span data-contrast=\"auto\">and says \u2018Go ahead and try\u00a0<\/span><span data-contrast=\"auto\">it<\/span><span data-contrast=\"auto\">. I made everything myself.\u2019\u00a0<\/span><span data-contrast=\"auto\">Well in that case, alrighty then!\u00a0<\/span><span data-contrast=\"auto\">You\u00a0<\/span><span data-contrast=\"auto\">eagerly\u00a0<\/span><span data-contrast=\"auto\">dive in\u00a0<\/span><span data-contrast=\"auto\">and without hesitation take a\u00a0<\/span><span data-contrast=\"auto\">huge\u00a0<\/span><span data-contrast=\"auto\">bite and savor the flavors<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Confidence compels action.\u00a0<\/span><span data-contrast=\"auto\">Whether in a night market in some\u00a0<\/span><span data-contrast=\"auto\">far-off<\/span><span data-contrast=\"auto\">\u00a0place or on a website in the comfort of your own home, if you feel confident about the decision you\u2019re making, it\u2019s very easy to make.\u00a0<\/span><span data-contrast=\"auto\">If there\u2019s a two-week free trial offered and no credit card required, why wouldn\u2019t you\u00a0<\/span><span data-contrast=\"auto\">confidently\u00a0<\/span><span data-contrast=\"auto\">sign up?<\/span><span data-contrast=\"auto\">\u00a0Like the chef\u2019s reassurance at the night market, the free trial with no strings attached encourages you to dive in\u00a0<\/span><span data-contrast=\"auto\">and sign up\u00a0<\/span><span data-contrast=\"auto\">without hesitation.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">If microcopy anticipates your fears and concerns, it also offers the reassurance needed to inspire you to act.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><span data-contrast=\"auto\">Microcopy is there to instill confidence\u00a0<\/span><span data-contrast=\"auto\">so you can take advantage of opportunities without doubt or uncertainty<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>On the Supreme Golf <span class=\"TextRun SCXW130821161 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW130821161 BCX0\">site<\/span><\/span><span class=\"TextRun SCXW130821161 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW130821161 BCX0\">\u00a0this is\u00a0<\/span><\/span><span class=\"TextRun SCXW130821161 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW130821161 BCX0\">the promise of savings every time you book<\/span><\/span><span class=\"TextRun SCXW130821161 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW130821161 BCX0\">:<\/span><\/span><\/p>\n<p><img loading=\"lazy\" class=\" wp-image-10199 aligncenter\" src=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture7-300x90.png\" alt=\"\" width=\"340\" height=\"102\" srcset=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture7-300x90.png 300w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture7-20x6.png 20w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture7.png 516w\" sizes=\"(max-width: 340px) 100vw, 340px\" \/><\/p>\n<p><span class=\"TextRun SCXW258632560 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW258632560 BCX0\">Saving every time is\u00a0<\/span><span class=\"NormalTextRun AdvancedProofingIssueV2 SCXW258632560 BCX0\">pretty appealing<\/span><span class=\"NormalTextRun SCXW258632560 BCX0\">.\u00a0<\/span><\/span><span class=\"TextRun SCXW258632560 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW258632560 BCX0\">So is designing your plan with\u00a0<\/span><\/span><span class=\"TextRun SCXW258632560 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SpellingErrorV2 SCXW258632560 BCX0\">FullStory<\/span><\/span><span class=\"TextRun SCXW258632560 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW258632560 BCX0\">\u00a0Pro<\/span><\/span><span class=\"TextRun SCXW258632560 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW258632560 BCX0\">\u00a0after trying their free trial:<\/span><\/span><span class=\"EOP SCXW258632560 BCX0\" data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-10200\" src=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture8-300x251.png\" alt=\"Fullstory uses microcopy to increase conversion rates\" width=\"375\" height=\"314\" srcset=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture8-300x251.png 300w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture8-20x17.png 20w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture8.png 541w\" sizes=\"(max-width: 375px) 100vw, 375px\" \/><\/p>\n<p><span data-contrast=\"auto\">Microcopy says, you<\/span><span data-contrast=\"auto\">r story doesn\u2019t have to end here! And you don\u2019t want your story to end. So\u00a0<\/span><span data-contrast=\"auto\">of course<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">you click to configure your plan.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">A little bit of microcopy can instill a great deal of confidence and compel users to complete an action that changes the course of their life and their relationship with the company. It can be a small commitment, or a larger engagement that is\u00a0<\/span><span data-contrast=\"auto\">long lasting<\/span><span data-contrast=\"auto\">. Whatever the impact, it\u2019s microcopy that leads the user there, supports the decision, provides the necessary information (and no more than that)<\/span><span data-contrast=\"auto\">\u00a0and then inspires the click<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Good microcopy compels action.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Conveying_a_companys_personality_Users_are_connected\"><\/span><b><span data-contrast=\"auto\">Conveying a company\u2019s personality: <\/span><\/b><i><span data-contrast=\"auto\">Users are\u00a0connected<\/span><\/i><span data-ccp-props=\"{}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">Beyond simple <strong>brand identity<\/strong>, company personality shin<\/span><span data-contrast=\"auto\">es<\/span><span data-contrast=\"auto\">\u00a0through these days like\u00a0never before\u00a0and consumers are responding. By connecting with\u00a0<\/span><span data-contrast=\"auto\">personality,\u00a0<\/span><span data-contrast=\"auto\">users relate to companies\u00a0<\/span><span data-contrast=\"auto\">on a personal level\u00a0<\/span><span data-contrast=\"auto\">and see themselves\u00a0<\/span><span data-contrast=\"auto\">as valued participants, not just passive consumers.\u00a0<\/span><span data-contrast=\"auto\">Hilarious, self-deprecating, passionate, humble and sometimes sarcastic microcopy\u00a0<\/span><span data-contrast=\"auto\">captures company personality and connects users.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">When it comes to personality, microcopy is your\u00a0<\/span><span data-contrast=\"auto\">charm.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Like on the\u00a0<\/span>Lego 404 page<span data-contrast=\"auto\">, with a figure\u2019s dismayed expression and the<\/span><span data-contrast=\"auto\">\u00a0message\u00a0<\/span><span data-contrast=\"auto\">that everything is still awesome:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-10201\" src=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Untitled-lego-404-300x146.png\" alt=\"Great microcopy in Lego's 404 page.\" width=\"403\" height=\"196\" srcset=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Untitled-lego-404-300x146.png 300w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Untitled-lego-404-1024x498.png 1024w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Untitled-lego-404-768x373.png 768w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Untitled-lego-404-750x365.png 750w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Untitled-lego-404-1140x554.png 1140w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Untitled-lego-404-20x10.png 20w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Untitled-lego-404.png 1242w\" sizes=\"(max-width: 403px) 100vw, 403px\" \/><\/p>\n<p><span data-contrast=\"auto\">Pretty awesome microcopy.<\/span><span data-contrast=\"auto\">\u00a0And the best way to handle a 404 page, by making someone laugh while also conveying company personality.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">M<\/span><span data-contrast=\"auto\">icrocopy on the Tumblr mobile app<\/span><span data-contrast=\"auto\">\u00a0is there to offer some fun and some irony<\/span><span data-contrast=\"auto\">:<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-10202\" src=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture10-300x284.png\" alt=\"Tumblr gives a fun twist to the site through microcopy.\" width=\"334\" height=\"316\" srcset=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture10-300x284.png 300w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture10-20x20.png 20w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture10.png 392w\" sizes=\"(max-width: 334px) 100vw, 334px\" \/><\/p>\n<p><span data-contrast=\"auto\">Yup, sometimes microcopy just says\u00a0<\/span><span data-contrast=\"auto\">\u201c<\/span><span data-contrast=\"auto\">Nevermind<\/span><span data-contrast=\"auto\">\u201d.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">And<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">again<\/span><span data-contrast=\"auto\">\u00a0on Tumblr,<\/span><span data-contrast=\"auto\">\u00a0on what c<\/span><span data-contrast=\"auto\">an<\/span><span data-contrast=\"auto\"> be dull, boring \u201ccould not find\u201d pages <\/span><span data-contrast=\"auto\">microcopy<\/span><span data-contrast=\"auto\">\u00a0express<\/span><span data-contrast=\"auto\">es<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">company<\/span><span data-contrast=\"auto\">\u00a0personality and empathize<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-10203\" src=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture11-300x253.png\" alt=\"Tumblr gives a fun twist to the site through microcopy.\" width=\"371\" height=\"313\" srcset=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture11-300x253.png 300w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture11-20x17.png 20w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture11.png 428w\" sizes=\"(max-width: 371px) 100vw, 371px\" \/><\/p>\n<p><span data-contrast=\"auto\">Good microcopy conveys personality, sometimes makes us laugh and is anything but a bummer.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Converting_a_lead_to_a_customer_Users_are_committed\"><\/span><b><span data-contrast=\"auto\">Converting a lead to a customer: <\/span><\/b><i><span data-contrast=\"auto\">Users are\u00a0committed<\/span><\/i><span data-ccp-props=\"{}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">When leads feel like their concerns have been anticipated and addressed, next steps have been identified and\u00a0<\/span><span data-contrast=\"auto\">they\u2019ve found wit and personality, clarity and guidance they are much more likely to become customers. This is where <strong>tiny microcopy<\/strong> has the biggest effect.<\/span><\/p>\n<p>Forks Meal Planner<span data-contrast=\"auto\">\u00a0encourages\u00a0<\/span><span data-contrast=\"auto\">converts by starting with a free two week trial, no strings attached and no credit card required. This builds trust and instills confidence by inviting users to experience plant-based meal planning made easy. It enables users to experience the product, increasing the likelihood of lead conversion. It looks something like this:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-10204\" src=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture12-300x171.png\" alt=\"Forks Meal Planner uses microcopy to highlight that no credit card is required to sign up\" width=\"381\" height=\"217\" srcset=\"https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture12-300x171.png 300w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture12-20x11.png 20w, https:\/\/uruit.com\/blog\/wp-content\/uploads\/2021\/04\/Picture12.png 524w\" sizes=\"(max-width: 381px) 100vw, 381px\" \/><\/p>\n<p><span data-contrast=\"auto\">Your 14-day free trial will likely lead to a subscription and then to referrals to friends and family. A simple invitation in this case promises to transform your diet and nutrition, it may even change your health and your life. And microcopy helped you get there.\u00a0<\/span><span data-contrast=\"auto\">Microcopy<\/span><span data-contrast=\"auto\">\u00a0converted you because it was non-committal and without pressure, it was inviting and appealing.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\"><strong>Microcopy<\/strong> built a relationship with the user throughout the website, maximizing every opportunity to connect and convey personality, to inspire action and build trust, to enhance UX and\u00a0<\/span><span data-contrast=\"auto\">compel commitment.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In doing all of this, <strong>g<\/strong><\/span><span data-contrast=\"auto\"><strong>ood microcopy<\/strong> converts leads to customers.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"In_conclusion\"><\/span><b><span data-contrast=\"auto\">In conclusion:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-contrast=\"auto\">Microcopy<\/span><span data-contrast=\"auto\">, that\u00a0<\/span><span data-contrast=\"auto\">small amount of copy on an app or website that provides\u00a0<\/span><span data-contrast=\"auto\">guidance and\u00a0<\/span><span data-contrast=\"auto\">context<\/span><span data-contrast=\"auto\">\u00a0is much more than just a little text. It is the flavor and personality of a company, the tour guide, the reassuring,\u00a0<\/span><span data-contrast=\"auto\">handholding<\/span><span data-contrast=\"auto\">, joke telling\u00a0<\/span><span data-contrast=\"auto\">personality<\/span><span data-contrast=\"auto\">\u00a0that\u2019s understanding, encouraging and inspiring, and sometimes\u00a0really funny.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\"><strong>Microcopy<\/strong> is that little bit of text that makes all the difference.\u00a0<\/span><span data-contrast=\"auto\">By a<\/span><span data-contrast=\"auto\">nticipating concerns<\/span><span data-contrast=\"auto\">\u00a0and addressing them, mapping out next steps and guiding users, humanizing a website or app through empathizing language, compelling an action and conveying a company\u2019s personality microcopy increases the conversion rate of leads to customers and enriches <strong>UX<\/strong> along the way. The journey is much more enjoyable<\/span><span data-contrast=\"auto\">,\u00a0<\/span><span data-contrast=\"auto\">much funnier\u00a0<\/span><span data-contrast=\"auto\">and\u00a0<\/span><span data-contrast=\"auto\">more interesting because of good microcopy.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">T<\/span><span data-contrast=\"auto\">hat little bit of text\u00a0<\/span><span data-contrast=\"auto\">really does<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">make<\/span><span data-contrast=\"auto\">\u00a0all the difference<\/span><span data-contrast=\"auto\">.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">So\u00a0go have some fun\u00a0<\/span><span data-contrast=\"auto\">writing or\u00a0<\/span><span data-contrast=\"auto\">finding your favorite\u00a0microcopy<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\">\u00a0and see what an impact a tiny bit of text can make.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-d69fe437-0d79-4e5c-8419-4c3b942a41b4\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-d69fe437-0d79-4e5c-8419-4c3b942a41b4\" class=\"hs-cta-node hs-cta-d69fe437-0d79-4e5c-8419-4c3b942a41b4\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/9381387\/d69fe437-0d79-4e5c-8419-4c3b942a41b4\" class=\"external\" rel=\"nofollow\"><img id=\"hs-cta-img-d69fe437-0d79-4e5c-8419-4c3b942a41b4\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/9381387\/d69fe437-0d79-4e5c-8419-4c3b942a41b4.png\" alt=\"Download the Checklist to master the art of Microcopy\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(9381387, 'd69fe437-0d79-4e5c-8419-4c3b942a41b4', {\"region\":\"na1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Contents Microcopy: a little text to boost your conversion rateSo,\u00a0what is microcopy\u00a0exactly you ask?\u00a0Anticipating Concerns: Users Are Supported\u00a0Identifying what comes next: Users\u00a0are\u00a0guided\u00a0Humanizing a website or app: Users are\u00a0understoodCompelling an action:&#8230;<\/p>\n","protected":false},"author":36,"featured_media":10238,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[243],"tags":[],"_links":{"self":[{"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/posts\/10190"}],"collection":[{"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/users\/36"}],"replies":[{"embeddable":true,"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/comments?post=10190"}],"version-history":[{"count":5,"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/posts\/10190\/revisions"}],"predecessor-version":[{"id":11290,"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/posts\/10190\/revisions\/11290"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/media\/10238"}],"wp:attachment":[{"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/media?parent=10190"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/categories?post=10190"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/tags?post=10190"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}