What impact does the right choice of words have on e-commerce success? For the first time in Germany, a new whitepaper provides solid data on the effect of UX writing in the German language. The results are remarkable and show how even small changes can have significant impacts. The whitepaper offers valuable insights into the world of digital texts – and their great potential for companies.
Isabelle von Moeller, Senior UX Writer at Breuninger, and Sebastian Kopp, Senior Expert Digital Text & Voice at appmotion, have been involved with UX writing in Germany for many years. However, during presentations or customer discussions, reliable figures were lacking to prove the influence of UX writing on micro conversions and user experience.
Sebastian explains: “In conversations with decision-makers, I was often asked for concrete figures on the effectiveness of UX writing. After searching unsuccessfully for years, we finally came up with the idea of conducting the study ourselves and thus filling a gap.”
A productive collaboration right from the start
For the fashion and lifestyle company Breuninger, testing designs and solutions has always been an integral part of digital creation. The idea, therefore, fell on fertile ground: The company provided the two with their own “test capacity” and testing experts who accompanied the project.
Over a period of more than a year, von Moeller and Kopp selected nine assets from Breuninger’s digital world and created text alternatives. All tests and results presented were conducted and carefully verified together with the Breuninger Digital Analytics Team—and when results were positive, they were implemented directly in the shop.
Increase in Micro Conversion by up to 34%
The study’s results were remarkable. In some cases, the UX writing experts were able to achieve an increase in micro conversion of up to 30%—with many millions of views.
“These figures demonstrate the significant influence that well-thought-out texts can have on the success of an online shop,” says Isabelle von Moeller. “UX writing thus proves to be an important economic factor for the success of digital companies.”
Here are two examples from the insights of the test series:
The Size Advisor Link
A text link to the size advisor between the color and size selection on product detail pages was optimized. The result was an increase in click-through rate of 29.67%.
(Copy from left to right: “Which size suits me?” / “Find the right size” / “To the size advisor” / “Size advice: “This will fit perfectly”)
Key Takeaways:
Text length: Contrary to the assumption that shorter texts work better, the longest text draft achieved the best performance here.
Benefit orientation: Variants that highlighted the concrete benefit for users achieved higher click-through rates.
Word choice: The wording “size advice” was perceived as less of a commitment than “size advisor” and led to better results.
Relevance and value: The combination of relevant information and clear benefit promise proved to be the most successful strategy.
Benefit communication on a listing page
A product tile that communicated a benefit instead of product information led to the following results:
(Headlines from left to right: “We want to fit it perfectly” / “Help with size selection” / “Feel comfortable while trying on”)
5.39% more revenue per session
3.52% higher conversion rate
2,513 prospects became new customers
Key Takeaways:
Emotional appeal: The phrase “Feel comfortable while trying on” addressed a fundamental desire of customers and achieved a strong response.
Confident communication: The sentence “We want to fit it perfectly” worked convincingly without subjunctives or limitations.
Transparency: The clear explanation of how the promise is fulfilled (through size advisor, article and model measurements) created trust among users.
Placement: Positioning this information directly on the list page proved effective in convincing users of the benefits early on.
The importance of words in the digital context
The study results impressively underline the influence of UX writing on the success of digital products. Sebastian Kopp summarizes: “UX writing is not just a question of aesthetics or branding. It is an effective instrument that directly impacts conversion rates and ultimately revenue.”
The whitepaper “Inside UX Writing” offers further detailed insights into the world of digital writing. It is aimed at professionals in the fields of UX, e-commerce, and digital marketing who want to use the power of words for their own success.
Conclusion: UX Writing as an important factor for digital success
The study by Breuninger and appmotion provides important insights into the perception and effect of UX writing in Germany. It offers not only concrete data but also practical insights for daily work in the digital field.
Isabelle von Moeller summarizes: “With this whitepaper, we can now prove with data that UX writing is an essential component for the online success of companies.”
Download “Inside UX Writing” for free here:
https://appmotion.de/neuigkeiten/anzeige/whitepaper-ux-writing
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