andrew roe: microcopy

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