How does a Goose factory interaction designer Write interactive copy

The longer you interact, the more important it is to find copywriting; Today we'll talk about interactive copywriting.

The copy was originally a reference to the table and later turned into a career; now speaking of copywriting, it generally refers to the expression of creative strategies in words. Interaction of course will involve copywriting, although not in the entire front-end display is not prominent, but if the information architecture, logic process is product interaction, the bones, the copy is undoubtedly the flesh and blood.

First look at a small case:

Many platforms like to do activities in the form of guessing questions, especially those related to the platform itself, not only do the activities but also to the user Amway own advantages. But for many users who are not aware of the platform characteristics, such activities are undoubtedly too high; although want to get a prize, but do not understand the topic and how to guess right?! Seeing the title of such activity, some users have chosen to give up.

What if it's changed to "Monk"? Although the description of the user's actual psychology, but the straightforward expression has greatly reduced the user's psychological expectations, perhaps will also know a smile, anyway, is a monk, or perhaps a prize. "The daily answer, guess the award-winning" Copy and no fault, but a little optimization, perhaps an unexpected harvest.

One more.

Once the information has been introduced, it has received a lot of negative feedback, where the advantages of the scheme are better, and why the charges are so expensive. How do I optimize copywriting? Replace "better" expressions with more formal statements, such as "luxury" or the advantages of a better service? The factory in this case is modified as follows:

Just changed the way the presentation, customer service received bad feedback began to greatly reduce the original standard is the preferential scheme also get more users. Small changes in copywriting may help us solve big problems.

　　One, then, what is a good copy?

1, the table meaning clear

"Expressing" is the primary purpose. The table is clear, no ambiguity is the first rule of copywriting.

When you add a friend, you are sometimes asked to enter validation information. My own set of questions is to ask who the TA is, but found that sometimes the answer to the friend request is my own name. Later on, the same validation problem was found to be somewhat confusing (Figure 2), "I" in the "I" refers to whether the "I" in the end is the additive or the added person? This problem may seem inconceivable to the designer, but if it is not clear, the copy will lose its meaning.

　2. Unity

Products in the copy should be consistent with the product's own temperament, to assist the interactive form, the common creation of product atmosphere; Unity "is an important principle of interactive copywriting.

Star Explosive is the most Newsing operation activity. The most Newsing exploration is the 15 and Q song Q charm of the cooperation project, the event quiz and reality show combined, fully mobilize the user's sense of participation. The cooperation side and the most Newsing activity form all has the extremely strong individuality, the later on-line operation activity Primary principle is cannot and the product own temperament conflict, further is it with complements, even is helpful. Select stars, materials, such as keywords, star interview page form, similar to the concept of the magazine, singers and other first-class copy, are for the most Newsing with the theme of the activities to match, to create a star, star Scout activity atmosphere.

　3, Fast Communication

The copy that appears in the product should have the ability to quickly pass information to the audience.

Floating window form plus concise text description can quickly pass the information to the user, even if the user saw "today has guessed" a few words will shut down the page, also has completed the purpose of informing the user.

　　4, guide the user

Guiding users is an important goal of interactive copywriting in the process of product design. Take the simplest example of advertising, in the mixed information, the picture attracts the attention of users, but the copy can guide users to the next step, guide users to complete the product experience.

　5, to facilitate the click

Excellent copywriting is not necessarily to meet a variety of conditions at the same time, in the general interactive requirements, as long as the user can facilitate the click, the role of the copy to reach. The two banner diagrams in the above diagram are all present as active portals, designed to attract users to click into the active page. Although the visual style is not very different, but the conversion rate must be different. The text of the left picture is straight, although it shows the product main body, but no gimmick no click Power, also let the user confused; the right picture of the copy, although simple straightforward, but the gimmick outstanding, it is easy for users to produce subconscious clicks.

　6. Emotional resonance

Copywriting further is to satisfy the function at the same time, cause the audience's emotional resonance. Many apps now use anthropomorphic copywriting to make an error or bounce-level hints, such as "brutal rejection" and "encouragement" in guiding feedback, which are designed to cause emotional resonance and reduce the likelihood of "brutal rejection". The picture above "marriage will not be" copy is also, probably a lot of girls will be heart, and then produce click Behavior.

　　Second, copywriting is also a kind of interaction, how to design copy?

In the internet age, the cost of information acquisition is greatly reduced, the information is flooded, the audience's attention is getting shorter, how to maximize the use of copywriting to attract the attention of target users, to convey complete information, and then to guide users to complete the click? Various methods, especially in the field of advertising are summed up a number of templates, such as image analogy, manufacturing competition, change the dimensions of ... Wait a minute. Here recommend a simple keyword method, mainly can be used in the main copy of the product comb.

　　1, refine the user pain point

Copywriting design is a part of product interaction, the existence of the purpose is also to meet the target users pain point, so the first step of the copy design and interactive design is consistent, that is, based on the requirements of the background, analysis of target users. Each half-year design group will carry out a six-year design summary, in order to increase the number of clicks, the design of a reasonable and attractive title is very important, here to 15 in the first half of the summary as an example, to refine the experiment.

By combing the "target users", "Product advantages", "User power" and other issues, refining can reflect the user pain point of the key words, that is, "discontinued" and "after the sale of the lottery work."

　　2, the Assembly of key words

Refining the keywords that can reflect the user's pain point is a key step, and once you've identified the key words, just find a more interesting sentence structure to assemble them. Here are some simple references.

Continue the lottery six months design summary of the example, will be the first step to refine the keyword sentence assembly, such as blunt and suggestive.

The final form is the question pattern "discontinued!" What are you doing? This is also the few months that have just been discontinued, the lottery department colleagues are often asked questions. After the summary issue, the response is enthusiastic, and indeed there are geese factory partners said that this is what they have always wanted to ask the question, because the KM push in the title just click into the design summary.

The method of copywriting design is different, and the recommended method is only for reference. But no matter what method, based on the product target users, find the point of pain is the same principle.

　　Third, Next, the copy written out how to identify good or bad? Ask yourself three questions:

1, the main copy more than 1 words?

As has been said before, users ' attention is getting shorter with the deluge of information, so it's not as good as more text. The shortest text to convey the complete information succinctly is the copy should be the direction of efforts.

　2, users understand?

A good copy, a clear statement of meaning is the first rule. The following figure is the title of the two six-year design summary. Design "heard you guys are doing sns?!." This title is the first time to do design summary interaction, at that time thought that the title is interesting, but now it seems that the real audience does not consider the actual situation. Not all the Geese factory partners are very aware of SNS, can understand the title. The design of this copy is to be in the lottery Department staff's perspective, rather than the summary of the majority of the audience.

　　3, are you in from the hi?

The design style is similar to two kinds of flash screen, which kind of splash screen you want to look at the page seriously? Good copy tells the user what he can do, not what you have. Even if you want to boast, please stand on the user's point of view Amway.

Copy design many times in the face of a lot of realistic pressure, such as saying that time is too tight, no one is responsible, etc. the optimization of the copy can only rely on the product design process in all aspects of the joint efforts. Many think more critically, more comb more inspection, copy small, with good can also add a lot to the product.