User conversion with UI conversation
Hello! readers this is part 2 in the 4 part series of, “UI Microcopy Writings tips”. It’s a way for me to share my experience in understanding and crafting user microcopies with the community.
In the second part, we are going to take a deep dive to understand how effective microcopy can increase your Return of Investment (RoI) with greater user acquisition and enhanced user engagement.
For any businesses to be successful, it has to be able to quickly place its brand in the minds and hearts of its user. So, it can easily attract users to its new offering and engage them.
One of the most discussed methods in today’s world is called the “Hook Model”. A process centered in human psychology, that results in voluntarily, high-frequency user engagement.
Let’s understand this model in play, by exploring how Airbnb use this model in their microcopy to; hook the user, nudge their interest and finally pull the engrossed user to take action.
Let’s declutter this model one by one
Apart from the fact, how they use the typographic balance to attract and guide user eye movement. For now, let’s analyse the words of choice and structure.
Header / (The Hook)
That’s where the hook is placed. Let’s break it down, to understand how it has been used:
- Use of present tense
- Active voice
- Aspirational
- Vividly Imaginative
- No Jargons
- Focussed appeal to their user segment; user-friendly tone
- Every word matter/counts — (they are appealing to people who likes to meet new people, get an opportunity to share their unique stories, adventure etc., embrace the ambiguity and diversity amongst differences, they says so much with so less.)
- Conversational: the style of language
- No details included
Body / (The Nudge)
This part acts as the bridge between dreams/ aspiration to details on how can they be a part of it. Let’s break it together:
- Use of present tense
- Active voice
- Give details/ elaborate more on the heading
- Use of positive words like “opportunity”
- Use of words that are universal and not restricted
- Special focus on cultural differences amongst people. for eg., they use “extra space” in place of rooms, bedrooms, or bed. The word choice can be associated with a larger number of items. Hence, making it as open as possible to the user’s imagination
Footer/ (Pull for Action)
The endnote or footer of the funnel acts as a point of user activation by encouraging or pulling user to take action. Let’s understand it better by breaking it into parts:
- User action used as a CTA button text
- The footer is an extension of the header
- User-friendly language
- Top-down communication used
The takeaway or the juice of all this content is three words, “Inspire, Aspire and Pull”. I hope the next time when you write a copy for cross-selling on the platform or engage the user to take action, this would help. Or if you have your own ideas to write badass copies, please do share the link in the comment. :)
Thanks for reading. Please do share your valuable views and feedback on this article/series. Also, please do check out the third part of the series “In a relationship with users”, where we discuss how can UX tools be used, to understand users and create user-focused microcopies.
Let’s come together and make a learner community, where every idea is worth spreading. Thanks for your time. Cheers!
