App Strategy Series Pt. 2: Keeping Your Copy Clear & Concise
Welcome back to our three part series where our team is sharing some of our learnings and strategies about key mobile app features. As you may or may not remember, in part one of the series we dove into thoughtful notification strategies – giving you three essential points to keep in mind when you start to develop a notification strategy that will enhance your user experience.
Today, we’re going to focus on the importance of clear and concise copy, because words matter. The language you use will heavily influence your user's overall experience and can ultimately make or break user engagement.
There’s a reason someone is using your app, and if your copy isn’t clear you risk a bad user experience, or worse – they stop using the app altogether. The messaging you use needs to be clear and effective for users to be enticed, engaged, captivated, and ultimately driven to carry out the action you intended – whether that be onboarding or getting the information they need to make an in-app purchase (something we know matters).
It’s important to ensure that your content is not only relevant but is written in a way that is easy to understand.
By using our three tips below you can start crafting copy that will get your message across clearly and concisely, and drive your overall user experience to new levels:
Keep it simple
Simple and direct language ensures clarity for the user and leaves less room for interpretation. It’s also best to avoid the use of acronyms, internal jargon, and technical terminology that users might not understand. Use familiar and understandable words and phrases, especially when launching uncommon experiences.
The goal of communication is simple – understanding, and in business in particular, getting your desired results – however as many of us know, communicating simply isn’t always that simple.
By paying particular attention to the suggestions above, you can help users grasp the information you're providing.
As Guy Kawasaki says, “Simple and to the point is always the best way to get your point across.”
Make it concise
Efforts should be made to ensure that you are able to get across any meaning, direction, or specifics as efficiently as possible. Your users' time and attention are valuable, no one wants to read through lengthy copy. The goal of being concise isn’t about limiting the information you provide, but providing that information in as few words as possible without losing understanding. As your copy is developed, it is important that this is implemented across all parts of your UI. Users should have the same experience across the app to avoid creating confusion.
Find and own your tone and voice
When crafting copy, you need to put yourself in the shoes of your user. By considering their perspective, and often more importantly the in-app situation your user may be experiencing, you can effectively communicate in an emphatic and aware tone. By taking the time to invest in your brand's voice, you can ensure that you’ll find the most effective way to communicate with your users. To find your voice, you need to consider what words come to mind when thinking about how you want your brand to be perceived. Come together with your team or partner (connect with us today to embark on a journey of crafting immersive experiences) and brainstorm using the following prompts:
How do we stand out in the crowd?
What’s the most exciting thing we offer?
What three words describe our brand's personality?
What don’t we want our brand voice to be?
What character (movie or TV) do we think we most relate to and how do they sound? Does their voice relate to our brand?
After you've found your tone and voice, the next step is to seamlessly integrate them into your content. It's crucial that your copy first clearly relays your message, and subsequently communicates through your consistent brand voice.
So, the next time you start crafting copy – remember these three tips. While this is only a part of the journey of providing users with a positive experience – creating copy that not only communicates effectively but also leaves a lasting impression on your audience is key to keeping them coming back to your apps.
If you love these tips but still need help getting your ideas into something tangible, get in touch today – we’d love to hear from you!
P.S. Stay tuned for the final part of our app strategy series, where we will focus on making navigation simple and discoverable.