Stimulate action with microcopy
Posted: Sun Dec 22, 2024 8:33 am
Engie removes any doubts the customer may have with ' microcopy '. This copy creates reasonable expectations and removes specific objections from the customer.
Microcopy therefore creates an immediate context for understanding and processing information. For example, under the three USPs you place microcopy that indicates that calculating your monthly amount only 'takes a minute'. The customer then thinks: "Oh man, one minute is nothing. I'll do that." In this way, microcopy immediately removes the objection 'takes a lot of time'.
The more motivated a visitor is, the more effort an action may cost for this visitor. In psychology, this is also called the ' Fogg Behavioral Model '. In the example of Engie, microcopy plays an saudi arabia business email list important role, as motivation is increased by removing uncertainty. By increasing motivation, the chance that the visitor completes the desired action increases. In short, microcopy may seem like a small addition, but it has a big impact on your online conversion rate.
The qualitative feedback from consumers supports this:
“Clear image, I immediately know where to look and see immediately how I can ask questions.”
Best practice #3. Icons and images for understandable information
Icons and images help you tell a story in fewer words. Research has shown that our brains process an image 60,000 times faster than text. Essent uses icons to break down complex processes into easy-to-understand steps. The icons show the action that the website visitor must take. Icons help to understand text better and remember the message well.
Example with icons
Essent also uses images that 'show what they mean'. For example, an image of an installer placing solar panels. This image is a clear and scannable signal for someone looking for this solution.
Microcopy therefore creates an immediate context for understanding and processing information. For example, under the three USPs you place microcopy that indicates that calculating your monthly amount only 'takes a minute'. The customer then thinks: "Oh man, one minute is nothing. I'll do that." In this way, microcopy immediately removes the objection 'takes a lot of time'.
The more motivated a visitor is, the more effort an action may cost for this visitor. In psychology, this is also called the ' Fogg Behavioral Model '. In the example of Engie, microcopy plays an saudi arabia business email list important role, as motivation is increased by removing uncertainty. By increasing motivation, the chance that the visitor completes the desired action increases. In short, microcopy may seem like a small addition, but it has a big impact on your online conversion rate.
The qualitative feedback from consumers supports this:
“Clear image, I immediately know where to look and see immediately how I can ask questions.”
Best practice #3. Icons and images for understandable information
Icons and images help you tell a story in fewer words. Research has shown that our brains process an image 60,000 times faster than text. Essent uses icons to break down complex processes into easy-to-understand steps. The icons show the action that the website visitor must take. Icons help to understand text better and remember the message well.
Example with icons
Essent also uses images that 'show what they mean'. For example, an image of an installer placing solar panels. This image is a clear and scannable signal for someone looking for this solution.