UX Writing: the power of words to improve the user experience

In an increasingly hyper-connected world dominated by digital transformation, employing the art of communication properly is of vital importance; Companies must be able to find the right words to invite users to further explore their products or services; Therefore, in this article we will explain in what UX Writing is and how it can benefit any business.

What is UX Writing?

The COVID-19 pandemic, along with the proliferation of the internet and smartphones, has radically changed the way we consume; Now more than ever it is essential to focus on the user experience so that it is optimized in all phases of the conversion funnel. In addition to the use of keywords that allow a website to rank in search engines, it is necessary to use good practices in UX writing.

The main objective is that once we have attracted a potential customer, he/she will stay and explore the products or services we offer; Through the UX Writing, it is also possible to position the tone and use language suitable for our target users. It has quantitative purposes as it contributes to increasing the company’s turnover, but also to its retention in the user’s mind;

In addition, this set of techniques helps to improve conversion and revenue using the accessibility and usability of any website. of any website. The different tabs of the website and the text that appears on all the buttons are some of the parts that a UX copywriting specialist takes care of.

How UX Writing works

UX writingmust follow a specific process to meet the website’s objectives. First of all, it is essential to know our target audience in depth; You don’t use the same language to address young people between 20 and 25 years old, where you will use casual terms, as you do for an audience over 50 years old; For this reason, the first thing to do is create a buyer persona.

For many years, one of the biggest mistakes that has been made in the marketing world has been to focus on too general an audience; Nowadays, moreover, the way we communicate through a blog or social networks has changed radically. Therefore, knowing metrics such as the age, gender or tastes of each user will help to send much more personalised messages; There are even techniques such as surveys that allow you to ask questions to the users themselves to improve parts of the UX. In addition to increasing the conversion rate with a more targeted audience, it will also allow you to get more information;

In addition, to maximise the efficiency of this technique, it is also essential to have different profiles around the UX technique; While the copywriter dominates the realm of words, a web developer and a UX designer can take care of the design. The rapport and complementarity of this group of people is what will allow a business to differentiate itself from the competition; The copywriter must also be able to analyse all the data that make up the buyer persona and translate it into language;

Data is the key to decision-making;

As in most areas of digital marketing, the SMART methodology is the one that will enable constant improvement. Once the buyer persona is defined, the creative team has to develop different message options that meet the original briefing.

This is put into practice, and by applying an A/B test, two alternatives are measured. After one month of operation, different metrics such as conversions, conversion value, bounce rate or conversion rate can be used; With these data, the winning formula will be known.

Different options can be tested over time; In the end the data will reveal which design and messaging that work best for a business. Every company is different and consumers are very volatile, so constant testing is essential;

Benefits of UX Writing

Once this methodology has been implemented, the designing an engaging user experience will provide many benefits for the company. Some of the highlights are as follows:

1. Increase the quality of the content of a website

The main advantage of using specialised copywriters is the personalisation and the quality of the final content. Nowadays, websites are not only limited to good design and the use of specific keywords; It is essential to communicate effectively in order to capture the reader’s attention;

In addition, most large corporations are already incorporating these profiles; Therefore, if it is not used, the business will lag behind larger competitors;

2. Improve ROI and conversion rate

The good work of these teams will enable the company increase turnover and thus improve your net profit. Digital demand is increasing and therefore competition is becoming fiercer and fiercer; Therefore, it is necessary to work specifically on conversion landing pages in order not to lose sales;

This is essential in e-commerce, where the vast majority of billing comes online. In this sense, it is essential to test the purchase funnel and the different call-to-action buttons at each step;

3. Build user loyalty and reduce the bounce rate

In addition to improving sales ratios, it will also reduce user abandonment rate. User acquisition is one of the most important parts; However, this media buying work is of no use if it fails to keep these potential customers on the website;

In conclusion, the UX Writing will allow to improve the conversion rate and increase the turnover of any business. The combination of different resources will give us the possibility to meet the objectives;

Do you want to learn more about UX Writing? Visit our UX/UI section to learn about our services.