Microcopy might be (literally!) one of the smallest things on your ecommerce store — but it can have a surprisingly big effect on whether somebody actually buys from it. `So, in this post I’m going to explain what it is — and how to make the most of it.
By microcopy, I mean the small pieces of text that appear on or around buttons, forms, checkout fields, delivery options, and payment screens.
When this text is used well, it can remove hesitation at exactly the point where a shopper is deciding whether to continue with a transaction or leave.
In what follows, I’m going to show you five key ways to use microcopy effectively — and boost conversion rates on your store.
1. Use microcopy to reduce uncertainty around your calls to action
A button that simply says “Buy now” tells somebody what will happen when they click it.
But the text around that button can tell them why clicking it is safe.
For example, underneath an “Add to cart” button, you might include a short message saying “Free returns within 30 days” or “Ships within 24 hours.”
This tactic works best when the supporting message addresses a specific concern a customer is likely to have at that point — such as delivery speed, returns, sizing, or whether the item is in stock.
2. Use microcopy to explain what happens next
People are less likely to continue with a purchase when they’re uncertain about where a button or form will take them.
So be explicit. Instead of saying “Continue,” you could say “Continue to payment.” Instead of “Submit,” say “Place order.”
And if clicking a button won’t immediately charge somebody, you can say so.
For example: “Review your order — you won’t be charged yet.”
Small clarifications like these reduce a customer’s fear that they might be accidentally committing to something.
3. Use microcopy to make forms feel less intrusive
If you ask shoppers for information, tell them why you need it. For example, beside a phone-number field, you might say, “We’ll only use this for delivery updates.”
Beside an email signup form, you could explain what somebody will receive and how often.
This can make information requests feel more reasonable — and increase the likelihood that people complete them.
It can also help with account creation. Instead of simply asking somebody to “Create an account,” you might encourage store visitors to “Save your details for faster checkout next time.” In other words, highlight how an action you want a user to take benefits them as much as you.
4. Use microcopy to reduce checkout friction
Checkout is where microcopy becomes especially valuable.
- If delivery is free, say so.
- If taxes are already included, make that clear.
- If customers can return an item, remind them.
You should also look for microcopy that may be creating friction rather than removing it.
A prominent empty field labelled “Discount code,” for example, can remind customers that a discount might exist — and encourage them to leave your checkout and search for one.
Changing this to a smaller “Have a discount code?” link can keep the option available without drawing unnecessary attention to it.
5. Use microcopy to improve your error messages
Error messages can really confuse shoppers — and prevent purchases. For example, an error saying “invalid input” isn’t very useful. But a piece of microcopy like “Enter your card number without spaces” tells the customer exactly how to fix the problem.
The same applies to passwords, addresses, coupon codes, and delivery information. You can use microcopy to explain both what went wrong and what the customer needs to do next.
To sum up: remove the doubt that prevents conversions
Ultimately, adding good ecommerce microcopy can remove the tiny moments of doubt that kill conversions.
But you need to tread carefully — too much copy can actually create more friction.
Simply look for points where a shopper might hesitate, feel confused, or worry about making a mistake — and add a few well-chosen words to reassure them.
Those few words might be all that stands between an abandoned cart and a completed order.
FAQs about microcopy in ecommerce
What is microcopy in ecommerce?
Microcopy in ecommerce refers to the the small pieces of text that help shoppers understand what to do, what will happen next, or what they need to know before making a purchase. Examples include button labels, checkout instructions, delivery messages, form guidance, error messages, and text explaining returns or payment options.
What are some examples of ecommerce microcopy?
Examples of ecommerce microcopy include “Free returns within 30 days,” “Ships within 24 hours,” “Continue to payment,” “You won’t be charged yet,” and “We’ll only use your phone number for delivery updates.” Good microcopy usually answers a specific question or removes a particular concern at the point where it arises.
Can microcopy improve ecommerce conversion rates?
Yes, microcopy can improve conversion rates by reducing uncertainty and friction during the buying process. It can reassure shoppers about issues such as delivery, returns, payments, privacy, and what happens after they click a button. However, microcopy works best when it addresses genuine customer concerns rather than simply adding more text to a page.
Where should you use microcopy on an ecommerce store?
Useful places for microcopy include product pages, calls to action, signup forms, account-creation screens, shopping carts, checkout pages, payment forms, delivery options, and error messages. The best places to add it are usually points where a shopper may hesitate, become confused, or worry about making a mistake.
Chris Singleton is the Founder and Director of Ecommercetrix.
Since graduating from Trinity College Dublin in 1999, Chris has advised many businesses on how to grow their operations via a strong online presence, and now he shares his experience and expertise through his articles on the Ecommercetrix website.
Chris started his career as a data analyst for Irish marketing company Precision Marketing Information; since then he has worked on digital projects for a wide range of well-known organizations including Cancer Research UK, Hackney Council, Data Ireland, and Prescription PR. He then went on to found the popular business apps review site Style Factory, followed by Ecommercetrix.
He is also the author of a book on SEO for beginners, Super Simple SEO.