When designing your mobile app’s UI/UX, your copy is just as important as the visual design. Possibly even more important.
While crisp and clean visuals play a role in conveying a sense of professionalism and providing a positive experience, it’s your copy that will ultimately result in closed sales and consistent users.
There’s an art to writing effective copy for your mobile app. This text content is more than just words and sentences on a page. It’s a tool to show potential customers what your brand is all about, and it’s the most key component of your sales funnel. Effective copy will also increase user engagement.
Here are some suggestions for how you can improve the copy of your mobile app to make it more effective.
Be Concise Without Sacrificing Clarity
When it comes to UX writing, the common mantra is that more is less. At its core, this idea makes a lot of sense. With any type of writing, we want to get our point across with as few words as possible.
However, it’s easy to take this to the extreme and trim your copy down so much that valuable information is left out. A short message in your copy is great, but you also need to make sure that your messaging doesn’t lose any of its meaning in your efforts to trim out the fat.
The key is to find the perfect balance between conciseness and clarity.
Speak Your Customers’ Language
No, we aren’t talking about whether your copy should be in English or Spanish. When we say it's important to speak your customers’ language, we mean you should make a conscious effort to use the terminology and vocabulary of your target customer.
If your customers are regular everyday consumers, use the type of language they are likely to use. That means cutting out the jargon and overly technical language. Develop your copy to read like your customers are most likely to speak.
That doesn’t mean you can never use industry-specific terminology, though. If your target customers are B2B clients who will be well-versed in the more technical aspects of your mobile app, then there is nothing wrong with including some more technical language.
The key here is to know your target audience and speak to them.
Understand and Address User Intent
When a user lands on any given screen within your app, there is a reason they arrived at that specific place. They took some action and came from another screen. Understanding this navigation flow is critical to developing the perfect copy.
For example, if your data indicates that a lot of users navigate to the help page from one other page in particular, then it may be an indication that the copy on that page isn’t clear. Users are getting lost on how to use your app somewhere along the way. If you can identify this navigation flow that results in users looking for help, then you can rework your copy on that page to provide clearer instructions.
Maintain a Consistent Voice
Your copy is more than a means of telling your app’s users what to do. It’s also your opportunity to establish your brand’s personality. An inconsistent voice from one app page to another can be jarring and will hinder your ability to show your users what your brand is all about.
Use similar language and wording throughout the app and across all pages. You want users to feel as though they are on a journey while navigating your app. As their guide, you want to keep a consistent tone and feel to your copy throughout.
Variety is Good but Sometimes Repetition is Necessary
On the surface, this one may seem counterintuitive. While it’s important to not overuse basic words within your copy, there are instances where you do want to repeat words. This is primarily important when it comes to actionable words.
The words join and subscribe are perfect examples. While these words are very similar in meaning, it would be easy for an app user to think they are alluding to different actions when both are used within your copy.
When you ask users to join in one section of copy, and then ask them to subscribe in another, they may view these as different paths. Users may think joining is a free option while subscribing is a paid option.
The Bottom Line: Be Clear, Concise, and Consistent
The key to effective mobile app copy is to make your users feel confident. There should be no ambiguity in your messaging, and it shouldn’t be more wordy than necessary. Write in a way that your target audience will understand.
If you’re struggling with creating the perfect mobile app copy, feel free to reach out to Camber Creative to discuss your project. Camber has been strategizing, developing, and marketing mobile apps for years and has learned a thing or two in the process. We’d love to help make your app a success!
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