BARC [hacks]: Microcopy og nudging
- Apr 22
- 1 min read
Small prompts and nudges can make a world of difference when it comes to the online purchasing experience. These small details are what we call “microcopy.”
Outside the arts and cultural sector, product and UX designers use microcopy to improve the user experience. In this hack, Zosia Poulter from the UK-based agency Substrakt argues that marketing and content professionals in the arts and cultural sector should also work with microcopy. A stronger focus on these short texts can significantly improve the purchasing experience.
In this hack, Zosia explains how microcopy can strengthen the overall user experience and demonstrates through examples how getting the small texts right can help users and visitors move further through the purchase flow or towards donations and memberships. Before diving deeper into the topic of microcopy, we first take a look at the behavioural economics theories behind “nudging” - both how it can be used to strengthen purchasing behaviour and how it can also backfire.
Get slide from the webinar here:
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