Impact of UX writing on Business
Do you want to know why UX writing is important? And what impact you can create as a UX writer? If yes, read this full article.
Unfortunately, even today some organisations don’t have UX writers in their design teams. Sadly, designers have to write the microcopy, which is a wrong expectation because they are not trained for that. And obviously, then experiences suffer.
New products come with a learning curve, and even long-term users need some guidance at times. In these situations, UX writing acts as a helping hand, making the product experience clear and intuitive. Good content humanizes your product, breathes life into it, gives it a personality, and differentiates it from your competitors.
Let’s see what impact UX writing has on business:
1. Drives engagement:
With clear, concise, and compelling copy, UX writers engage their users and guide them through the digital experiences seamlessly. Every word is strategically crafted to keep users hooked and encourage them to explore further.
Here is an example:
Google changed just two words in their hotel search that improved user engagement significantly. Previously, there was a label called ‘Book a room’. After extensive research, Google’s UX writing team found that this label was too committal in the user’s early stage of decision making process. So, they changed it to ‘Check availability’ and this small change increased 17% engagement. This shows that UX writing has the potential to boost revenue.
2. Increases conversion
UX writing has a direct impact on conversion rates. Well-written copy eliminates user frustration and builds confidence in users and motivate them to take desired actions. Convincing product descriptions, compelling buttons, and persuasive copy placement can significantly increase conversion rates, driving more sales, sign-ups, or other key business goals.
Let’s see an example:
On create account page of Write Work, the button copy was ‘Create My Account’ and users who made it to this page were in a hurry. They are about to give money but they want to know if they will get what they came for on this page. So, they changed the microcopy on the button from ‘Create My Account’ to ‘Create Account & Get Started’. That made it sound like they were only one click away from using the product and this increased conversion by 31%. Almost one third more users paid. This is how microcopy can make money.
3. Eliminates user fears
Good UX copy clarify the uncertainties during the product experience. It clears the doubts in users minds and eliminates their fears while using your product.
Here is an example of Airbnb that has leveraged excellent UX writing to eliminate a common fear that users may have during the booking flow. While booking, users like to have holistic view of pricing and other details before going for payment. Here, at the early stage of booking, Airbnb let users know that they wont be charged when they press the ‘Book’ button. This small text eliminates the fear that users have about being charged immediately and allows them to comfortably move on to the next step in the booking process.
4. Gives customer delight
Engaging UX copy not only solves users’ problems but also brings smile to their faces. A good UX copy gives customer delight in different forms like humor, surprise, compliment, excitement, and much more. Making users feel good is not only good for users but also for the business.
Let’s see an interesting example of a 404 error message.
In the first example, the user is only notified that the page doesn’t exist. However, in the next example, the error message is quite conversational and engaging. If a user comes here and see a page not found message, they will get irritated, but such a playful error message will definitely bring smile to their face. Here, you win the user. This is the power of UX writing.
In a Nutshell
All these examples show how UX writing can have a huge impact on business. Ultimately, when UX writing smartly weaves user goals and business goals together into a seamless experience, it has fulfilled its purpose.
I hope you’ve realized now the impact of UX writing and the value that it adds to a product and the business as a whole.
Happy Writing!
