Micro-copywriting - how to achieve huge results with micro-texts

Imagine the following scenario. You've chosen an excellent product, added it to your basket and it's time to finalize your order. 

The store's checkout page opens and you start entering your data.

You enter your name, it's time for the address, and finally, you enter your credit card details - name, card number, and everything else. Then you try to click the button that finalizes the order, but it is not active. You scroll back and see that you’ve missed the phone field. You enter a phone number and the button is active - you press it, but now an error appears. You scroll back and notice that the card number field lights up red, and so does the address field.

It turns out you've missed one digit from the card number, and for the address - you can't even identify what is wrong.

Let's put a stop to this example.

Actually, the statistics show that most of your potential customers won't go as far as in the example and would stop much sooner. Even a few of these omissions or errors in the checkout process would have long ago discouraged even the most patient customer from completing his order.

But what do the issues in the above example have to do with the topic of today's article - micro-copywriting?

The truth is simple - if even the simplest tactics from the micro-copywriting were implemented, then completing the order would be easy and fast for the users. In the above example, it should’ve clearly mentioned which fields are required. If a customer accidentally omits a digit when entering their credit card number, a text notification should appear, highlighting the error. Similarly, when entering the address, it should be explicitly stated that a correct postal code must also be included.

All these micro-texts may seem insignificant, and the truth is that they are certainly not exciting. But practice has proven that their correct use can completely transform the customer experience, and from there, the store's turnover.

In fact, this is exactly how micro-copywriting was born. His "father" Joshua Porter worked at an online store that was losing a staggering 5-10% of its turnover. The unexpected reason was that nowhere was it explained that during the checkout process, customers must enter an address associated with their credit card.

The solution?

Joshua simply added a sentence stating that they should enter an address that is associated with their payment card.

Imagine the huge effect of a simple sentence in the right place. With one sentence, the store increased its turnover by 10%! If we are talking about a turnover of 1 million, then 10% is a 100,000 increase.

Well, we think the power of micro-copywriting is obvious.

Let's define what is micro-copywriting more precisely:

Micro-copywriting usually refers to specific, actionable text for users. Things like text in dialog boxes, text explaining an error, or something as small as calls to action.

And now, let's look at the specific benefits that micro-copy can bring to your online store.

Measurable benefits of micro-copywriting

Improving the user experience

The first and foremost benefit is improving the user experience. In today's choice-saturated eCommerce world, an excellent customer experience is a must. If your customers are not satisfied with their interactions with your store, they will quickly go to a competitor. Naturally, there are too many factors that have an impact here, but one of them is the micro-texts, which can have a surprising effect on the success of your website or online store.

Creates a smooth user experience

As we've seen, micro-copywriting moves customers towards finalizing their orders. But its next major benefit is that it also reduces the friction of using the store at the same time. And every copywriting or marketing expert knows that "friction" (friction or in other words - the moments that make it difficult for the customer to take action) is detrimental to the turnover of the store.

It motivates action

One of the main reasons why micro-copywriting is so effective. It’s because its main purpose is to guide and motivate customers to take the actions we want and complete them successfully, quickly, and without worry. Speaking of specific actions, these can be adding a product to the cart, completing the order, driving sales (through UpSell and Cross Sell), signing up for an email newsletter, etc.

Micro-copywriting builds trust

In addition to creating a smooth experience for consumers, micro-copy can build brand image and create trust in it. The indirect way that micro-copywriting builds trust is by creating the unconscious feeling in site visitors that everything is working as it should. If they do not "get stuck" anywhere while using the site, then there are no reasons for concern, which makes the sale easier.

But there is another, much more direct benefit in terms of trust. Unfortunately, apart from being useful, micro-texts can also be used to mislead visitors. These are known as “dark patterns”. In short, malicious sites use these texts to confuse users and make them do something they don't want to do.

The reverse strategy is just as effective - when the user reaches a point where he hesitates (for example, whether to agree to the site's terms and conditions), you can provide him with a precise and clear explanation that if he takes the action, there will be no negative consequences.

Micro-copywriting creates context and motivates action

Although most online users are Internet savvy, often a little extra context adds to their positive experience. For example, explanatory text in a search box can save them a few seconds or the need to strain their minds (known as cognitive effort or fatigue - something that you should avoid in your store at all costs).

And often, the right reminder or clarification delivered at the right time is a huge catalyst for action. Researchers have found that clear and specific explanations can improve user experience by up to 124%.

Micro-copy with a macro effect

Despite the misleading name, the facts show that micro-copywriting is a very powerful technique. We advise you to actively use it in your online store. With the CloudCart platform, this is very easy. You can use a builder with drag & drop functionality to create your pages, also the product pages themselves, the checkout page, and everything else are optimized to the maximum extent. If you don't have one - create your own store from here. And if you are already selling and want to make even higher turnovers - see this article.