UX

1. UX Content Strategy

TIAGO GONCALVES, 2017

A.

B.

C.

D.

E.

FUNCTIONAL

AUDIENCE-LED

SCANNABLE

SESSIONS

CONTEXT-AWARE

SIMPLE/EASY TO UNDERSTAND

UX COPYWRITING BEST PRACTICES F.

USER-

CENTERED

APPROACH

COPYRITING FOR

UX IS MAKING

CONTENT

SCANNABLE &

ACTIONABLE

EASY FOR

THE USER TO

SKIM AND CHOOSE

What really happens?

Users Don’t Read, they SCAN

often choosing 1st reasonable clickable option (satisfice)

Krug, Steve

Every use of a web site

is a conversation started by the site visitor

Ginny Redish

“Satisficing”- Muddling through

We’d like to think

users will read our

site from top to

bottom, then make

choices.

Find what they need Understand what they find Act appropriately on that understanding

in the time and effort that they think it is worth

A website converses well only if… Your site visitors can:

• Why to write? (Purposes)

What are user´s goals / pain points? → How will content serve

that purpose/ achieve business goal? (S.M.A.R.T.)

• Who to write for? (Personas)

Who will read Content? → What personas am I writing to?

• How to write? (Conversations)

What are site visitors’ goals, tasks, conversations?

• What to write?

What are readers most likely to read on a certain topic?

“Listening” to the User

A. AUDIENCE LED CONTENT

• Copy should be appropriate to its audience • You understand who will use the copy and their immediate

tasks and goals • You are aware of any relevant user research and testing • Copy models based on user outcomes and goals – 'Find a

branch', not 'Launch branch finder’ • Copy uses analogy to describe unfamiliar things or

processes in a familiar way • Copy is written for the least knowledgeable reader in your

audience.

AUDIENCE LED CONTENT

A. AUDIENCE LED CONTENT

Ethnography Research Demographics

A. AUDIENCE LED CONTENT

Ethnography Research “Personas” -Interests

A. AUDIENCE LED CONTENT

Ethnography Research Fr

eq

ue

ncy

& R

ece

ncy

En

gage

me

nt

A. AUDIENCE LED CONTENT

Ethnography Research Advanced research – User Explorer

A. AUDIENCE LED CONTENT

Summers, K. and Summers, M., 2005,

Reading and Navigational Strategies of Web Users with Lower Literacy Skills,

ASSIST 2005, available from http://iat.ubalt.edu/summers/

Ethnography Research Taking into account low-literacy users

A. AUDIENCE LED CONTENT

A. AUDIENCE LED CONTENT

A. AUDIENCE LED CONTENT

What is the navigational journey / what types of pages does a typical site offer?

Navigation

Destination

place to do the task

Multi-purpose

Homepage

A. AUDIENCE LED CONTENT

Convertible Copy should be:

• Clickable • “Scrollable” • Scanable • Sharable

1. Headline supported by thumbnail image 27% higher conversion than no image

2. Average of 8 words in headline 21% higher conversion than other lengths

3. List titles with odd numbers "5 ways of…” 20% higher than even number

4. Colon or dash and subtitle 9% higher conversion 5. Headline as question higher conversion (% not

specified) 6. Direct CTAs like ’Buy Now’ encourage greater CTs

rather than “Shop Now” that implies less commitment but also a longer purchase process

Content that converts based on Research

Study by Outbrain.com, reported by Kelly Reeves, June 3, 2s011

http://www.contentmarketinginstitute.com/2011/06/headline-click-through-rate/

B. B. FUNCTIONAL CONTENT

Keyword based, Actionable, Convertible

B. FUNCTIONAL CONTENT

SEO Driven

B. FUNCTIONAL CONTENT

Download: https://tinyurl.com/moz-seo-cheat-sheet

SEO Driven

Scannable Content FIND → UNDERSTAND → ACT

• UX copy should be easy to scan and read

• Copy should be brief and plain

• Copy is front-loaded – the user benefit comes first. Buttons, field labels and link text are self-contained and meaningful.

C. SCANNABLE CONTENT

C. SCANNABLE CONTENT

Context-Aware

UX copy works in its technical and local context

• Aware of the specific requirements of the platform 🚩 Desktop, tablet, smartphone, touch

• Enabled laptop, various operating systems, email clients🚩 Adapting copy where necessary

• Where possible, copy is made for reuse across platforms

• Copy is easy to translate and localise 🚩 Avoids idioms and culturally specific references

D. CONTEXT-AWARE CONTENT

Simple/Easy to understand

• UX copy is functional before it is promotional

• Copy is specific, helpful and clear, not flowery • Copy avoids over-selling and hyperbole

• Clutter Becomes Clarity

• Jargon Becomes Plain Language

If an unfamiliar term is necessary for precision or brevity, provide an explanation (for example, in a tooltip or with a link to a glossary).

E. SIMPLE/EASY CONTENT t-A

Copywriting for the Web - Best practices

F. Copywriting Best Practises

1. Focus on Purposes/Personas/Conversations

2. Omit needless words 3. Break your content into pieces with informative headings (visual separation)

4. Verbs – calls to action make good headings 5. Thumbnail image with headline 6. Average of 8 words in headline 7. List titles with odd numbers of elements "5 keys to..” 8. Colon or dash and subtitle 9. Headline as question 10. Don’t lecture/ Don’t hog the conversation 11. Write simply and persuasively 12. Timely content: If the site’s success depends on my coming back often, the Home page probably needs to have some content that gets

updated frequently. 13. <h1> for the page title or main content heading, <h2> for the major section headings, <h3> for subheadings, and so on 14. Making sure the content is organized in a way that allows people to find what they need

1. Focus on Purposes/Personas/Conversations 2. Omit needless words 3. Break your content into pieces with informative headings (visual separation) 4. Verbs – calls to action make good headings 5. Thumbnail image with headline 6. Average of 8 words in headline 7. List titles with odd numbers of elements "5 keys to..” 8. Colon or dash and subtitle 9. Headline as question 10.Don’t lecture/ Don’t hog the conversation 11.Write simply and persuasively 12.Timely content: If the site’s success depends on my coming back often, the Home page

probably needs to have some content that gets updated frequently. 13.<h1> for the page title heading, <h2> for the major section headings, <h3> for

subheadings, and so on 14.Making sure content is organized in a way that allows people to find what they need

“Hear“ website

visitors

1

Write with a

Purpose

Make it

Scannable

Match

S.M.A.R.T.

Goals 4

5

Identify

Personas

2 3 4

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QUESTIONS?

Letting Go of the Words: Writing Web Content That Works Redish, Janice (Ginny). Amsterdam: Morgan Kaufmann, 2007 Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition 2nd Edition Krug, Steve Forms that work: Designing web forms for usability Caroline Jarrett and Gerry Gaffney Study by Outbrain.com, reported by Kelly Reeves, June 3, 2011 http://www.contentmarketinginstitute.com/2011/06/headline-click-through-rate/ Summers, K. and Summers, M., 2005, Reading and Navigational Strategies of Web Users with Lower Literacy Skills, ASSIST 2005, available from http://iat.ubalt.edu/summers/ Announcing the Web Developer's SEO Cheat Sheet 3.0 https://moz.com/blog/seo-cheat-sheet 6 Google Analytics Tips for Business Insight Way Beyond Traffic http://www.wordstream.com/blog/ws/2014/05/15/google-analytics-tips

Bibliography