You’ve probably done a great job of bringing potential customers to your online store. But if you find that they aren’t making important decisions, like clicking the “Add to cart” button, there could be a disconnect between their expectations and your user experience. 

Whatever the reason for poor conversions, you can strengthen them by working on those seemingly invisible tidbits of text—known as microcopy—scattered throughout your website. So, how do you find the right words to say?

This guide shares how to write microcopy on your ecommerce website to improve the user experience, with tips and a few examples from direct-to-consumer (DTC) brands who’ve optimized theirs.

What is microcopy?

Microcopy refers to the small bits of text on websites that are designed to engage users and nudge people to take certain actions. Examples include button labels, error-form messages, form instructions, calls to action (CTAs), and tooltip hints. 

How microcopy differs from short-form and long-form copy 

Microcopy is a subset of UX writing that differs from other types of website copy:

• Long-form copy: Detailed information such as blog posts, product descriptions, or landing pages 
• Short-form copy: Short messaging designed to grab attention quickly, such as headlines, social media captions, or email subject lines 
• Microcopy: Per Nielsen Norman Group, microcopy is the smallest copy size—fewer than three sentences. It’s tiny, functional text that guides users through a website, such as button text, form labels, error messages, and CTAs. User experience (UX) writers work closely with UX designers to strategically pair this copy with the appropriate section of a page.

How to write good microcopy for ecommerce UX: 6 tips

Most ecommerce businesses are under the impression that only headers and landing-page copy matter for branding. And obviously those elements do matter—but the use of quality microcopy in unexpected places shows site visitors you’ve stepped into their shoes to help them along their journey.

If you’ve never focused on microcopy, you’re probably not alone. Here are some actions you can take to make your site visitors feel secure and informed with just a few words.

1. Anticipate people’s thoughts

Great microcopy takes negative thoughts out of people’s heads by addressing their needs when they’re about to take action. Because they have their own beliefs while navigating your website, you need to think about how to influence them.

Ask yourself:

• What feeling does the visitor want to feel—and how might they feel right now?
• What action is the visitor trying to take?
• What will make the visitor feel more comfortable buying?

This information is typically uncovered in usability testing and through feedback loops. Microcopy is a direct response to some of the minor details and hesitations visitors have in your research. 

Alo’s product page, for example, includes subtle microcopy about stock availability after you select a size. It also uses microcopy to communicate information about free shipping and returns, and to promote paying in installments using AfterPay.

2. Clarify your direction

It’s important to explain the actions you want visitors to take as clearly as possible. For instance, many ecommerce sites place a search bar on the top of their homepage—but few tell visitors what they should use it for. Microcopy like “Shop brands or products” offers this guidance. 

The same concept applies to discount fields in checkout. Bambi Baby, for example, has the text “Discount code or gift card” visible in the appropriate field, so users know exactly what to type there:

Keep explanations short and simple to minimize misinterpretation or confusion. Use as few words as you can in your microcopy, but enough of them to clarify what you mean.

As conversion copywriter Joel Klettke says: “Conversion copywriting does not solely deal with the words, but is deeply intertwined with UX and how those words are displayed. You MUST connect your conversion copywriting with your UX/design work. Otherwise, the siloed disciplines will pull in different directions.” 

3. Handle error states with specific, fix-it guidance 

Putting a smile on people’s faces can defuse panic when they get stuck or see errors on your website after performing a particular action.

Research from Baymard found the content of the error message itself greatly impacts the user’s ability to quickly recover from the error and get back on track. The following copywriting framework helps achieve this:

• Acknowledge
• Explain
• Instruct 

If you’re the UX writer for a checkout page, for example, you might use the following text when a customer enters the wrong shipping address: “We couldn’t verify the postal code. Check the 5 digits or use your billing address.” 

Also, for customers filling out forms, think about providing inline validation in real time—not after they hit “Sumbit”—to save them time and reduce frustration. And make sure those error messages disappear once users correct their entries—sper a report by Baymard, removing an error message quickly reduces friction. According to the same report, 31% of sites lack live inline validation, and 4% implement it incorrectly. 

4. Write for accessibility and input assistance 

Accessible microcopy helps all users—especially people with cognitive, visual, or motor disabilities—understand what to do on your ecommerce website. It helps them avoid mistakes and recover from errors easily.

Web Content Accessibility Guidelines (WCAG) to follow here include:

• Use plain, screen-reader-friendly language. For example, say “use only letters and numbers” instead of “use an alphanumeric string.”
• Provide field-level hints that are matched to the relevant field. For example, set an “Incorrect password. Need help? Send a password reset” message to appear next to the password field at checkout when a user enters an incorrect password.
• Provide input assistance. For example, if someone enters the month “1” in their birth month field, microcopy might appear to ask, “Did you mean January?” 

5. Be transparent about time, steps, and commitments

Microcopy helps users understand context and know their next steps. Make this possible by being transparent about times, steps, and commitments. 

Here’s what that might look like across different touchpoints:

• Quiz forms: A quiz letsyou offer personalized product recommendations in exchange for first-party data. Let customers know how long it takes with a “This quiz takes about three minutes to complete” snippet to prevent mid-form abandonment. 
• Checkout: Ifyou offer buy now, pay later (BNPL) options like Shop Pay Installments to help customers break larger purchases into smaller payments, make sure to include concise terms up front. For example, “Four interest-free payments; late fees may apply; subject to approval.”
• Subscription signup page: Wherecustomers have the option to sign up for a subscription, use microcopy like “You’ll be billed on the 1st of every month” and “Change or cancel anytime” to help people understand their commitments. 

6. Think about compliance and trust microcopy 

Disclosures aren’t the most exciting things to tell consumers, but they’re required by law. The FTC, for example, states that disclosures should be clear and conspicuous. Effective UX microcopy helps share this required information without making it the first thing a user sees on your ecommerce site. 

Take a look at Magic Spoon’s product page, for example. Beneath the “Add to cart” button is microcopy that promises customers can try their cereal risk-free. It references the terms of this money-back guarantee without distracting from the desired action (add to cart):

Email signup forms are another example of where you need to disclose data use and meet privacy laws. Make clear what data you collect and how it will be used. Use explicit opt-ins and link to privacy policies for customers who want to learn more. 

Examples of microcopy in ecommerce

ColourPop: Promotion terms made clear

ColourPop uses the microcopy “Prices as marked. Limited time only or while supplies last. Cannot be combined with other promos” on their homepage to set clear expectations about pricing and promotions. 

Let’s break it down by element:

• “Prices as marked”: Informs customers that the prices they see are the final sale prices. They shouldn’t expect additional discounts to be applied at checkout.
• “Limited time only”: Tells customers that the sale or promotion won’t last forever, nudging them to make a purchase sooner rather than later.
• “Or while supplies last”: Another layer of urgency is added here. Even if the sale duration hasn’t expired, the promotion or discount will end if the stock runs out. 
• “Cannot be combined with other promos”: Clarifies the terms of the sale. Customers shouldn’t expect to stack multiple promotions or discount codes.

The microcopy encourages quicker buying decisions by creating a sense of urgency. It also reduces potential confusion and disputes later in the purchase process.

Steve Madden: Loyalty and benefits microcopy

Steve Madden uses the microcopy “Join SM Pass for 20% off and free shipping over $50” under the “Add to cart” button to convey multiple pieces of information. The placement is strategic: customers are in the decision-making phase when they’re about to add an item to the cart. 

Let’s look at each piece of microcopy in more detail:

• “Join SM Pass”: This is a direct call to action. Steve Madden is highlighting an additional action customers can take, which is to join their loyalty or membership program named “SM PASS.”
• “For 20% off”: This provides an immediate and tangible incentive for joining. A 20% discount is substantial, and by juxtaposing this offer with the process of adding an item to the cart, it’s suggesting that the customer can get a reduced price on their current purchase if they join.
• “And free shipping over $50”: Shipping costs are often a point of contention for online shoppers. By offering free shipping for orders over a certain amount, Steve Madden is providing another incentive for the customer to join SM Pass. 

The microcopy is designed to inform readers of the benefits of joining the SM Pass program and to nudge them toward actions that are favorable for both the business (more members and sales) and the customer (discounts and perks).

Bohme: Returns reassurance and free shipping progress

Bohme’s smart use of microcopy in their shopping cart builds customer trust and reduces cart abandonment among shoppers. First, it has a progress bar that says how much more you have to spend to earn free shipping. Underneath the progress tracker, you’ll find the following text:

• “Undecided?”: By starting with this question, Bohme immediately addresses a common sentiment identified among online shoppers: indecision. Many consumers hesitate to finalize a purchase due to concerns about the product, fit, or quality, or whether they truly need the item.
• “Don’t worry”: A gentle nudge, suggesting that the following information will provide a solution or relief to the concern addressed by “Undecided?”
• “You have 21 days to get your money back”: This is a straightforward and clear declaration about Bohme’s return policy. You learn the duration of the return window and are assured of a refund, which appeals to shoppers. 

Bohme uses this microcopy to reassure browsers, provide clear information about their return policy, and potentially increase sales by reducing hesitation and cart abandonment.

Culture Kings: Express checkout and consent

Using specific microcopy on their checkout page, Culture Kings strategically targets different aspects of the user journey, aiming to optimize the shopping experience, grow their customer base, and increase sales.

• “Email me with news and offers”: This message provides customers with a direct benefit (receiving news and special offers) in exchange for their email. It plays on the customer’s interest in staying updated and possibly getting exclusive deals or early access to sales.
• “Gift card or discount code”: This text directly addresses shoppers’ desire to save money or use gift cards. It might also be a subtle nudge for repeat purchases. If a customer knows they can get and use discount codes, they might be more inclined to shop with the brand again in the future.
• “Express checkout”: A lengthy or complicated checkout process can deter customers and increase cart abandonment rates. By offering an express option like Shop Pay, Culture Kings ensures they cater to customers who want a fast and hassle-free purchase experience.

Each of these elements can contribute to increasing conversion rate. Whether it’s through enticing customers with potential future discounts, allowing them to use current discounts, or simplifying the checkout process, they’re all aligned toward making the sale.

Backyard Butchers: Subscription signup page

Backyard Butchers uses the subscription model for their food delivery kits. On the product page for this steakhouse box are various snippets of microcopy that let the shopper know what they’re signing up for:

• “Most popular”: This prompts users to start the sign up process for a four-week delivery option with a mini snippet of social proof. 
• “Cancel or modify anytime”: Uncertainty around commitments can block customers from signing up for a subscription. This microcopy eases those concerns by reassuring the shopper that they’re in control. 
• “This item is a recurring or deferred purchase”: This disclaimer sets clear expectations up front. It also links to the brand’s subscription cancellation policy in the case of any questions.

Start working on your ecommerce microcopy today

Although the process of polishing a website’s microcopy is straightforward, many ecommerce merchants don’t give it nearly enough attention.

If you want to genuinely help your visitors—and your conversion rate—use good microcopy to deliver precise direction where drop-offs occur. Whether it’s an error message or a promotion, the simple tips mentioned above will help you produce huge improvements for your store and your visitors’ experiences.