MICRO-COPY CHEAT SHEET

ECOMMERCE MICRO-COPY

1. Every touch point is an important opportunity for conversion.

2. Put yourself into your customers’ perspective/interests:

Try to read your customers’ minds, ask yourself:

2.1. What feeling does my customer want to feel?
2.2. How might they feel right now, at this moment?
2.3. What action is my customer trying to take here?
2.4. What will make my customer feel more comfortable buying?

3. Don’t forget that you’re not done the selling. Think of opportunities to upsell/cross-sell.

4. Checkout Page— ​It’s an opportunity for​ conversion:

4.1. Re-summarize the offer.

4.2. Reiterate the guarantee in a unique way.
4.3. Repeat the social proof.

5. Customize your copy (don’t use default templates).

6. Think about timing & relevance.

7. Turn around an unfavorable situation to a positive one using the reframing tactic.

8. Personalize your message, remember to be authentic.

POST-PURCHASE MICRO-COPY

● Always think about the next step – continuous motion.

Example: upsell, cross-sell, opt-in, blog content

● Set clear expectations.

Example: Look for this email in your inbox in the next few minutes…
 ● Use conversion-focused headlines that speak to your audience (don’t just make them plain &
descriptive).

● Never use default templates.

● Inject your authentic, personal voice into the copy.

● When in doubt, add value to your visitor.

MISTAKE-SOLVING MICRO-COPY

● Help your user solve the problem they’re experiencing & get to where they wanted to go in the first
place.

● Don’t blame the user; take ownership of the mistake.

● Hold their hand to guide them through your experience.

● Even a pre-loader or password error can be framed positively.

● Fun copy can make the technicality seem less daunting.

● Social proof for on-boarding can increase conversion & sales.

● Last but not least, have fun with it!