Microcopy includes headlines and all those small bits of text that you find on forms, buttons, error messages, sub-menus, hovers and links. Many a times, product companies that highly depend on their website or app for sales only pay attention to surface delight components like UI, transitions, animation, typography, etc., while microcopy gets completely ignored as it is considered nothing more than informative text. People pre-assume that the users are familiar with everything that they come across in the user journey and that microcopy has a less important role to play.
1. What is the user expecting or trying to achieve?
2. How can the user feel secure throughout the user journey while purchasing your product or service?
3. What would concern the user before purchasing your product or service and what can be done in order to reduce doubts and confusions?