Every pixel matters.
Many companies use robust design teams to develop good products, but leave support experiences up to individuals with no design expertise. From the customer’s perspective, the experience before and after the purchase feels like different companies.
Customer experiences are often about small details that make big differences.
Examples from our experience:
- Improving only page layout (no content changes) increased user satisfaction 15%
- Improving page load speeds by 1.5 seconds increased mobile user sessions by 45,000 per day
- After renaming a mobile app, usage plunged from 40% of customers to less than 1%.
Notice that changes are measurable. If you can’t measure the impact, then you’re not doing content strategy.
Microcopy in web and app interfaces is a key area where content strategy makes a huge impact. Putting the wrong people in charge of customer-facing content is an expensive, yet common, mistake. If you wouldn’t let those team members make decisions for your marketing content, they shouldn’t touch your customer support content either. More customers will interact with your support content than your marketing content, so both need to be excellent.
Details are worth sweating over.