As an e-commerce business owner, you know that effective microcopy can significantly affect your conversion rates. From the product description to the checkout page, microcopy is the small pieces of text that help guide your customers through their shopping experience.
In this article, we’ll look at some tips for writing perfect microcopy that will help you boost your conversion rates.
1. Every Touchpoint is an Opportunity
Every interaction a customer has with your website represents an opportunity to convert them into a sale. This means your microcopy should be strategically placed throughout your website, such as on product pages, shopping cart pages, and checkout pages. Each touchpoint should include relevant and persuasive copy encouraging the customer to proceed.
2. Put Yourself in Your Customers' Shoes
When writing microcopy, empathy is critical. You must be aware of their interests, preferences, and potential anxieties.
- Anxiety: “Will I be charged now?” -> Microcopy: “You won’t be charged until your order ships.”
- Confusion: “Why do you need my phone number?” -> Microcopy: “For shipping updates only.”
3. Be Clear and Concise
Users scan; they don’t read. Keep it short.
- Bad: “Please click on the button below to proceed to the next step of the checkout process.”
- Good: “Continue to Checkout”
4. Use Action-Oriented Language
Start buttons and links with verbs.
- “Get Started”
- “Add to Bag”
- “Claim Your Offer”
- “Join Now”
5. Inject Brand Personality
Microcopy is a great place to show your brand’s voice.
- Generic: “Payment Successful.”
- Fun: “Woohoo! Your order is on its way!”
- Professional: “Order Confirmed. Thank you for your business.”
6. Helpful Error Messages
Don’t blame the user. Help them fix it.
- Bad: “Invalid Input.”
- Good: “Available formatting: DD/MM/YYYY. Please try again.”
Small Words, Big Impact
Don’t underestimate the power of the little words. Tweaking your microcopy can smooth out friction points and significantly lift your sales.
Optimize your e-commerce UX — Lamanify helps you craft high-converting user journeys.
Frequently Asked Questions
What is microcopy in e-commerce? ▼
Microcopy refers to the small bits of text on a website that guide users, such as button labels ('Add to Cart'), error messages, form field hints, and checkout instructions. It reduces friction and clarifies actions.
How does microcopy improve conversions? ▼
Good microcopy alleviates user anxiety (e.g., 'No credit card required for trial'), clarifies ambiguity (e.g., explaining why a phone number is needed), and encourages action with persuasive language, leading to smoother user journeys and more sales.
What are examples of bad microcopy? ▼
Bad microcopy is vague, aggressive, or confusing. Examples include generic error messages like 'Error 404', passive button labels like 'Submit', or unclear form labels that leave users guessing what to type.
Written by
Lamanify Team
Azri is a seasoned digital marketer with over 10 years of experience in brand development and marketing strategies. Graduated with a 2nd Class Upper for Master's in Engineering (MEng.) from Sheffield, UK, Azri began his digital marketing journey during his studies, honing his skills in design, copywriting, and crafting impactful digital experiences. Today, he helps clients build professional and highly visible online presences, ensuring their brands thrive in a competitive digital landscape.