Devices with ten tabs open. Inboxes spammed with abandoned checkout emails. Life admin lists with tasks outstanding. Sound familiar? We’d bet words are 50% to blame.
Cosying up with Lorem Ipsum can be a costly tactic
Leaving copy to the last minute often ends in a bumpy user journey where people can’t find info in the places they’d expect. Or can’t relate to what they’re reading because we’ve compromised our message smushing words into boxes that weren’t designed for them.
As users, we can spot it a mile off. But as brands, we spill our efforts, time and money into design first, expecting our words to neatly slot in at the end.
The trick? Recognising that words keep our users afloat in each journey. So it’s probably a good idea that writers and designers work together to steer the wireframes.
One way to think of it: you wouldn’t design a set without the script. Design is driven by the story, message and purpose. In other words, words.
There’s proof too – Amazon cashed in $300m by changing words
When Amazon changed a button in their checkout process, they netted an extra $300 million in the first year. They didn’t change the size, colour, animation, placement on screen, or even the functionality of the button. They changed the copy. Swapped 'register' for 'continue', and added two short sentences explaining the user didn't need to create an account to complete their purchase.
Tiny changes with a huge pay off.
Here’s why it worked.
They made their UX efficient
Buyers didn’t want to have to ‘register’ a new account to check out. It didn’t sound quick or exciting. Even though the registration process didn’t add any extra steps than a ‘guest checkout’, the word ‘register’ broke up a momentum for shoppers.
They made their UX enjoyable
That freeze in momentum halted their journey and made it seem like a new one was starting without their permission. Confused, they felt like they’d been fooled into registering an account. One user said: “I’m not here to be in a relationship. I just want to buy something.”
‘Continue’ did the opposite. It motivated users to finish the journey they were on. And the two sentences outlining an account wasn’t needed made the move from basket to checkout feel easy. It felt smooth, clear and enjoyable. Like the brand was respecting the user’s time.
That’s why we ask clients to get us in from the start
Good UX isn’t just good for the user, it’s great for business. By giving the user what they need and want, the brand gets what they need and want. Like making money, saving money and getting a greater return on investment.
Getting us in from the start means we can partner with your designers to make your brand’s UX more efficient and enjoyable. Not being able to find info, not relating to the info you do find, being stumped mid journey – it’s all words.
Words shape experiences. Digital ones too. Here are some we've shaped for our clients.
