How to significantly increase website conversion using tiny phrases: Microcopy. Part 2

In the first part of this material, we talked about microcopy - tiny phrases that make conversion possible by several tens of percent. In the second part of this material, we continue to talk about the benefits of microcopy, but already on the example of cases.

Case 2 - how did Yoast.Com create such an ordering template that they could be proud of?

While microcopy alone will not be able to increase conversion by 11.3%, in this case it definitely plays a key role.



Adding small passages of text, such as “no additional costs” next to the total amount, changing the “delete” button next to the price of the item on the X (“X”), and adding a link with the text “continue shopping” helps optimize the basket. However, do not assume that all these changes are random. The phrase “no additional costs” was added for the reason that hidden costs are one of the most important reasons why people refuse to buy in a basket.

Other minor changes, such as the purchase progress display box and button design, were made to emphasize the desire to move forward ...

... and the built-in form confirmation also provided a positive feedback - a small green checkmark, appearing immediately after the user finished entering data, ensured that he had done everything correctly.

In general, these and some other small changes helped Yoast increase their successful deals by 30%.

Case 3 - Insound received more visitors by completing the ordering template with just two words. Image


In 2012, Insound updated the ordering template, focusing primarily on users who accessed the site from mobile phones and tablets. It was a truly innovative approach.

Unfortunately, innovation has led to a decrease in conversion. A large marketing campaign was approaching, so Insound could not afford to fall.
The Clearhead optimization company , like Insound, suspected that the continue button after each user step was a cause of confusion and, ultimately, the client did not reach the page with payment / delivery information.

So, they tested three variations of the text on the button.

Despite the fact that the “almost everything” button showed the greatest efficiency, the simpler option “check order” provided 39.4% of transitions to the next page, and now more than half of users clicked on the next page before placing an order.

Insound really earned praise, because they did not get additional income from increasing sales or conducting a separate marketing campaign, but because they made the input fields much more convenient than before.

Case 4 - growth of mortgage lead generation by 11%

Conversion Voodoo carried out measures to optimize the mortgage campaign, which ultimately contributed to an increase in completed applications from their website by 37%.

The main change was the placement of a simple field on the main page of their site. Users were asked to click on the checkmark and enter a name and email address in order to start the refinancing process.

If you have never tried to apply for a mortgage, you probably know how unpleasant the filing process is.

As a rule, it includes a 20-minute process of filling out a form, which includes a million questions about where you lived, how much you earn, how much money goes to pay taxes, etc.

Thus, by clicking the checkmark on the main page, users confirm their intention to get the best conditions. This wording added 11% to the number of completed forms.

Try it: a microcopy in the search bar on the site

While exploring 27 different sites, representatives of the marketing agency Branded 3 found that visitors using the search on the site perform a targeted action 2-3 times more often than those who do not use it.

If your site is suitable for this case (if you have GA configured correctly, you can check this by looking here), then why offer the visitor standard phrases such as “enter words to search” or “article”?

Why not use the most popular search queries or categories, and not fill out the search string in advance according to this data?

Here, for example, it could be on :

Using real data helps to speed up the buying process for those visitors who have visited the site with a serious intention to purchase products from the categories you mentioned.

An interesting solution on the site . Visitors are given freedom of action, but for those who have doubts there is a section “What are they looking for?” Where you can see the trends. And there is even a “roulette” button - a “random” movie button.

Eric Curtis, director of web analytics at, conducted a study on the conversion to registration depending on the phrase in the search bar on the site. At the same time, he repeated the keyword in Google Adwords with the phrase in the search bar. As a result, a direct relationship was revealed:

Their highest achievement, “creating a cookbook”, also represents the main element of navigation, which leads me to the idea that such seemingly minor improvements lead to a significant improvement in conversion.

Using a microcopy to answer the question “oh why do you need this ?!”

in a 2012 usability study conducted by the Baymard Institute, it was found that customers feel as if they invade their personal lives without asking if they are asked to provide personal information (for example, a phone number) without explaining the reason why this is necessary.

At some specific point, each user was displeased that he was asked to provide too much personal information.

“During user testing at, one of the subjects refused to provide their phone number, shouting alarmed:“ Listen, why do they need my phone number? Why do they need it? They do not need him at all! ”

An interesting fact: users began to relate to this much more tolerantly when the reason why this information was needed was indicated near the input form.

You must clearly explain to the client why you need this or that information about him, this will nullify all possible disagreements.

In particular, for new customers, some simple questions (for example, about delivery) may become crucial during the checkout process.


Honestly, you can talk about microcopy for a very long time, because it can be found everywhere - both on the price pages, in security messages, and even in tiny reminders in the order form.

But here is what I would like to know: where do you think exactly these short phrases will have the greatest impact on your site?


Only registered users can participate in the survey. Please come in.

Where in your site will tiny phrases be most effective?

  • 43.6% Basket 24
  • 16.3% Search string 9
  • 7.2% Under heading 4
  • 21.8% Registration Form 12
  • 0% Social buttons networks 0
  • 10.9% Contact collection form 6

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