Copywriting

Copywriting has a significant impact on the way that users think and behave when they use the Mini Program. The user wants to efficiently obtain the information on the interface for quick access to the next action. Clarifying the action can prompt the user to take the action. The smooth interaction between the user and the Mini Program requires a good copywriting design.

Copywriting Design Guide

Description-type Copywriting

Description-type copywriting is not an action-type copywriting that explains the system information of the Mini Program to the user, such as titles, descriptive information, prompts.

Appropriate tone

Copywriting is the medium for the dialogue between the Mini Program and the user. Appropriate tone will create a pleasant experience for the user and is also a necessity to maintain the brand ethos of the merchant.

Short and to the point

When using electronic products, the user usually scans through the text. The user hopes to obtain the necessary information as soon as possible for subsequent actions. Therefore, the information that can be expressed in short sentences needs not to be expressed in long sentences.

Clarification of the benefits

Applying for device permissions from the user is one of the most frequent scenarios in which the Mini Program interacts with the user. To gain the user's trust and consent to permissions, the Mini Program has to clarify the benefits of granting the permission in the copywriting.

For example, when a Mini Program applies to the user for the permission to access the album, the text can clearly show the benefits of granting the permission. The user can share photos with others and save photos edited in the Mini Program in the local device.

Easy to understand

Mini Programs are mainly for ordinary users. Thus technical terms, abbreviations, or uncommon concepts need to be avoided.

Action-type Copywriting

Action-type copywriting exists in various action components, such as buttons, icons, and menu items. The interface of the Mini Program is limited by the size of the mobile phone screen. Thus the action-type copywriting needs to be short and contains action guides.

Simple and clear

The action-type copywriting needs to use the minimum and necessary words to describe the action. Generally, there are no more than three words in the copywriting, and the action-type copywriting containing one word is the best for scanning. Although the copywriting must be brief, it must also clearly convey the meaning of the action.

Indicating results clearly

Avoid using vague descriptions in the action-type copywriting, which may lead to misoperations. Directly indicate the action result in the copywriting. For example, instead of using misleading words such as "OK", use "Delete" on the pop-up window to ask users to confirm whether they want to proceed with the deletion action.

Consistency

If the same action-type copywriting appears in different components or task flows, the copywriting should be used everywhere and placed in similar locations. Avoid using inconsistent copywriting to describe the same action in different scenarios. This may increase the cognitive burden on users and further cause misunderstandings.