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MicrocopyMake a big emotional impact with small content
ANDREW ROE | LAVACON | 10.26.16
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
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.
“If content is king, then microcopy is queen.”
—Allison Betancourt
“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
(people don’t read?)
Tasty menu copy boosts sales…
Dishes described as “handcrafted,” “triple-basted,” “slow-cooked,” “grilled,” and ”slammed with flavor”
increased sales by 27 percent.
Some examples from TurboTax…
“Hi, it’s nice to meet you.”
“Um, I don’t think so.”
1. Build a relationship
Andy
Nice to meet you, Andy.
2. Be human
3. Make it reciprocal
What were the results?
• 104 conversion rate
• 15% unit growth for TurboTax Online
• 2-point gain in market share
I feel like I am working with someone I know.
It’s treating you like a real person.
I love the language. You are making this process a lot more enjoyable.
The new icons and the personable text made it feel
as though a friend was guiding you through step by step.
The bite-sized humor helped ease me. I thought that it helped me have a positive look on the experience.
Microcopy principles…
1. Build a relationship
2. Be human
3. Make it reciprocal