Discover the new role that large companies implement to improve their user’s experience and, therefore, increase the conversion rate. Learn All the Secrets of UX Writing and Discover Why It is Fundamental in Improving Your Conversion Rate.
What is UX Writing?
UX Writing is a user-centered type of writing that guides you through a digital product to meet your goals. Its purpose is to communicate with the user in such a way that it seems like a conversation, naturally and simply. In fact, we interact with this type of communication daily without realizing it.
In this script for interfaces, we find microcopies: short texts that suggest the user perform a certain action. They are characterized by being clear, concise, and useful.
Can you imagine an application without texts? It seems unthinkable, right? But the truth is that the opposite, the excess of words, does not work either. That is why UX Writing is integrated into the design team and is part of the process from scratch.
If you open Gmail, you will find a button that says “Compose”, reinforced with a pencil icon: it is there to help you meet your goal of sending an email quickly.
Most likely you haven’t read it; but, without that text, new users of the email server would not be very sure what would happen after pressing that button.
In the Gmail example, there is no loss of money, but what if it were a button confirming a purchase? When UX Writing is unclear, people leave the site; therefore, its implementation is so required in digital and software companies.
UX Writing is user-centered writing that guides you through a digital product to meet your goals.
What does a UX Writer do?
A UX Writer is in permanent communication with the design team and, also, must know about UX design and research. Understanding the purpose of the business, the first thing you do is research. You cannot write without knowing who you are writing for; that is, who is the buyer person to whom the texts will be addressed.
With this fictitious figure already defined, it continues to inquire about what the problem is or what concerns the user has and how our product or service would solve them.
The last thing he does is write. Instead of putting up a simple, compelling copy, study your company’s brand manual or style guide first. Having a reference to the required voice and tone, personalize the texts of the interface to generate a closer relationship with the user.
Together with the designers, the UX Writer participates in the process of wireframes with protocopies: first guide texts, not final ones, that accompany the design to help the consumer.
The text is tested and modifications are made until a final result is reached that achieves good interaction with users and meets the goals of the company, such as informing or converting.
The work does not end there. Modifications are continually being made to improve the experience and retain users. UX Writers also intervene in the translation of content so that the interface sounds more human and closer to the culture of the country they are targeting.
Differences between a UX Writer and a Copywriter
A copywriter makes effective texts to achieve a business objective. For example: “Latest technology deals!” On the other hand, the UX Writer guides the user to those offers using, among other options, a button that says: “See offers”.
Both roles must take into account the voice and tone guidance of the brand and the goals of the company. But the main difference is that the copywriter tries to attract and sell, while the UX Writer tries to retain the user on the site and guide them to achieve their goals.
The UX Writer is challenged not to use too much specific terminology and to implement the words that users often use. This is something we often see with Error 404: people are not interested in knowing the terminology, but what happened and how it is resolved.
This is where the UX Writer puts its ingenuity into putting what happened into everyday words. Also, it provides suggestions to the user to continue browsing, and avoid being confused and leaving the site.
One of the best-known examples is that of the FOX television network, which appeals to the humor with the character of Homer Simpson. It alerts the user what the 404 “page not found on server” error means and gives them options to continue on the web.
Here the UX Writer is not selling anything; it simply helps the user and guides him.
While the UX Writer works with the design team, the copywriter works with the marketing and advertising team. Although they are different roles, one does not work without the other.
If we only appeal to UX Writing with a small button that says “See offers”, surely the conversion will not be good, since users will not be very attracted to continue on the page. And if we only use copywriting with a title like “Latest Deals!” But without a guide to show you where those deals are, the conversion rate won’t be good either because users will leave the site.
The copywriter tries to attract and sell, while the UX Writer tries to retain the user and guide him to achieve his objectives.
Business vs Consumers
Copywriting helps meet business objectives while the purpose of UX Writing is for the client to meet their objectives.
In both cases, the business is favored: by providing a better experience to users, it has the possibility that they will return and choose the brand over others.
Why is UX Writing necessary?
UX Writing is not only necessary to communicate with the voice of the brand, but also for the user to understand what to do on the site. According to Steve Krug, in his book Don’t make me think, we should try to answer four questions as soon as you enter the site:
- What is this?
- What do they have?
- What can I do here?
- Why should I be here and not somewhere else?
As the author mentions, we should not make the user think too much: the person must know where they are in the process and what will happen next. A button that says “Buy” is not the same, where it can be interpreted that with just one click there the purchase has already been made, then another button that says “Add to cart”.
If our platform is for online sales, we do not want the user to get confused and abandon the purchase.
People can leave the site for many reasons, but with good UX Writing, you will avoid confusion in the purchase steps, misunderstandings of very technical terms, and incomplete forms. Plus, consumers won’t be scared off by incomprehensible or alarming error messages.
On the other hand, we must not forget accessibility. Some visually impaired users use voice reading software. If the texts do not follow a logical sense, the person will not be able to use the product.
Just look at big companies like Google, Facebook, Slack, or Spotify: they all have design teams with UX Writers making improvements and developing new products for their users. In fact, one of the pioneers in incorporating UX Writers as a separate role in design was YouTube in March 2013.
As the website grew in the market, it had to adapt its product to different mobile devices and platforms. They discovered differences in the tone and voice with which they addressed their users and decided to work on them and unify them across all devices.
UX makes the difference
UX “User Experience” is understood as to how a user feels interacting with any digital product or service. With a strong sense of empathy, the UX Writer makes the difference by putting the user as the protagonist and the problem or concern as the villain.
The UX team designs the product for your buyer persona and makes improvements before and during the process according to the demands of the users. Like narrating a story, it leads the user to carry out different actions through images, colors, and words. If the user wins, the company wins.
Relationship between UX Writing and ROI
If the product is useful and easy to use, it will be easier to achieve a good ROI “Return on Investment”. Facilitating a purchase or getting the user to solve their problem in just a few steps is a benefit for the brand.
A simple text change can change the user’s attitude so that they do not feel rushed or confused: if they use the product easily and it meets their needs, it is very likely that they will consume it again and that they will recommend it. If the content is not clear, the company will not be able to sell efficiently.
When should you incorporate a UX Writer into your team?
Like everything we do in Digital Marketing, UX Writing is also measurable.
Through a dashboard or tools such as Google Analytics, we can evaluate how long users stay and wherein the process they leave the site.
UX Writing is not only necessary to communicate with the voice of the brand, but also for the user to understand what to do on the site.
To avoid conversion losses and a slow return on investment, you can incorporate a UX Writer that is part of the design process and ensures a content-first “content first” that accompanies the product and the voice of the brand from the beginning.
A good copy can also differentiate you from the competition: it can even act as a moderator for some product problems. For example, some brands place phrases or news on loading screens that take more seconds than usual, thus ensuring that the user remains on the site and awaits the result.
With the continued growth of the SaaS “Software as a Service” and mobile applications industry, you should have a UX Writer on your team from the start. The more familiar you are with the product and the more you know about the target audience, the greater the success stories for the company.
UX Writing Example
This e-mail marketing platform is characterized by an informal tone that appeals to dry humor. It is important to clarify that, although Mailchimp has a character named Freddie, who captures the spirit of the brand and participates with gestures throughout the experience, the texts are not written with his tone.
Considering what it can cost to put together an email marketing campaign, the company relieves users with highly memorable success messages.
The brand used UX Writing as differentiation and as a reason for dissemination: it is very common to hear about its creative messages; users even create accounts on social networks that collect the famous phrases that appear when using the platform.
If consumers come to your website through marketing and digital advertising campaigns, but then they don’t know what to do there, you have wasted a lot of time and money.
It is not enough to write nice: UX designers who understand the user and who know their needs are needed to provide a better experience.
UX Writing appeals to customer satisfaction and communicates with him through the same vocabulary; Therefore, it creates a link and brings it closer to the brand.
We hope that the examples of these great companies have inspired you to differentiate yourself through UX Writing and increase your conversion rate.
Don’t miss reading The relationship between User Experience and SEO. Here we bring you all the information about SEO and UX.