How User Experience (UX) Copywriting makes a difference to your bottom line.
Did you know changing a single word increased sales for a huge online-retailer by $3,000,000?
Here’s the scoop: In the early days of this company (aka Amazon), the shopping cart on the site used the word “Register” to check out.
The company noticed many customers abandoned their carts. They weren’t sure why. So they conducted usability studies.
And a shocking discovery was made: These first-time customers did not want to register. They saw registering as a hassle. They simply wanted to “checkout.”
The problem wasn’t so much in registering, it was in the placement of the form. Customers were ready to buy, not create an account.
In other words, they weren’t looking for a relationship, they just wanted to make a purchase.
The UX team changed the word “Register” to something else. They also added a brief note that customers were not required to create an account, but they could if they wanted.
What was the word that resulted in an additional $300,000,000 in sales the first year?
Small changes in wording can have a big impact on user behavior.
The designers thought they were putting the needs of their users first. After all, who wouldn’t want to register if it made purchasing things in the future faster and easier?
It was the usability studies and seeing the site through their customers’ eyes that changed their perspective.
The usability studies also showed the designers that it wasn’t only first-time customers who objected. Even repeat customers didn’t like registering or logging in. Often they couldn’t remember which email they’d used the previous time.
The registration form was intended to help customers and bring in more business. Instead, it created a hurdle customers didn’t want to tackle.
The story above shows how UX Copywriting looks at a process from your user’s perspective. It’s important to keep this in mind when creating webpages.
Ideas for Creating Customer-Centric Web Pages:
Keep things simple:
A cluttered website with too many elements can be overwhelming for visitors. Keep your design simple and easy to navigate. Use whitespace to separate different elements and make it easier for visitors to find what they’re looking for.
Plan the site navigation:
Navigation menus are the backbone of your website. Make sure menus are easy to understand with clearly labeled links and categories. Avoid complex dropdown menus that can be confusing.
Create scannable content:
Most people scan a web page rather than read it word-for-word. Headlines, subheadings, bullet points, and short paragraphs make your content appealing to read and easy to scan.
Use visual elements strategically:
Images, videos, and other elements should enhance, not clutter, your webpage. Make sure all visuals are relevant to your content and are optimized for fast loading times.
Look at your site on mobile:
With more people using mobile devices to browse the web, it’s essential your website is mobile-friendly.
Use responsive design that adapts to different screen sizes, and test your website on different mobile devices to make sure it works well.
Test and optimize:
UX design is an ongoing process and testing/optimizing improves your user’s experience.
Tools like Google Analytics can give you insights about your visitors’ behavior, while A/B testing let’s you try out different design elements to improve your website’s UX.
By focusing on creating a great user experience for your website visitors, you can enhance your website’s credibility, build trust with your target audience, and ultimately drive more conversions and revenue for your business.