The Influence of Microcopy on User Decision-Making

Abstract

Microcopy is gaining attention in UI design for the purpose of improving user Conversion Rate (CVR). It is particularly used to help users make choices during processes such as membership registration and online purchases. A preliminary survey on the use of the service suggests that when users are given a choice of equivalent values, the reasons for their decision are vague and they have little awareness when making a choice. Therefore, we considered that the strengths of it could be used to help users make choices. In this research, we classified it expression patterns into four types: "Signal type" that conveys immediate benefits, "Benefit type" that conveys fundamental benefits, "Support type" that removes uncertainty, and "Unbenefit type" that dares to incite anxiety. CVRs for these same scenes and their impressions were investigated. The results of the experiment showed that the "Signal Type" and "Benefit Type" encouraged users to make a choice without making them feel uncomfortable, while the "Support Type" and "Unbenefit Type" gave users a sense of distrust and may induce a choice different from their original intention. We also investigated the semantic understanding of Microcopy when there is a relationship between the task the user wants to perform and the action the service side wants to prompt, and when there is no relationship. The results revealed that there were differences in semantic understanding depending on whether there was or was not a relationship between the user's task and the task. These results support the objective of this research, which is the psychological impact of Microcopy patterns on users' choice behavior.

Keywords: User CVR (Conversion Rate) Improvement, Microcopy, Information and Psychological Impact

DOI: 10.54941/ahfe1005131