Start with copywriting to quickly improve SMS conversion and experience

This article analyzes a variety of practical scenarios and gives targeted suggestions to tell you how to improve the conversion and experience of SMS.

There are still some demand scenarios for mobile phone text messages, especially between enterprises and individuals.

for example:

• E-commerce industry: express delivery arrival notification, pickup code, Taobao store marketing information push;
• APP applications: mobile phone binding, login verification code, itinerary information of applications such as Ctrip , flight delay information, etc.

SMS messages between enterprises and individuals are divided into two types: marketing SMS messages and tool SMS messages:

• The goal of marketing text messages (such as promotions) is to facilitate conversions, such as attracting clicks, attracting visits to stores, etc.
• The goal of improving the experience of tool-based SMS messages (such as verification codes and arrival reminders) is to increase operational efficiency and convenience, such as making them easier to remember and understand.

When it comes to achieving SMS goals, copywriting is a very critical link.

How to start with copywriting to quickly improve the conversion and experience of SMS?

We can start from the eight dimensions of errors, consistency, focus, simplicity, understandability, memorability, readability, and clues :

Prerequisite: Analyze the properties of the text message first.

As shown in Figure 1, we can then have targeted designs:

1. Avoid Mistakes

Copywriting suggestions: Only clickable content in the copy should use link colors; non-clickable content should not use link colors, and clickable operation flows should not be provided.

Take the information notification scenario as an example:

In the financial management text messages of China Merchants Bank, the "product code" is displayed in blue. The blue here will mislead users to click. It also provides a click operation. What is the significance of dialing the product code?

More than 90% of users believe that the blue text in the copy is clickable. Users will not read your text messages carefully, but will generally scan the key information. Blue gives users actionable hints.

2. Consistency

Copywriting suggestions:

1. The textual expressions of similar text messages of the same company must be consistent (consistent text message copy expressions are also an important channel for conveying brand image).
2. Try to keep the copywriting format consistent to avoid user errors.

Take the logistics information scenario as an example:

Location: notification bar, SMS list, SMS details page;

Time: limited, unlimited;

Capacity: Two rows;

Example: JD.com ’s logistics SMS: 3 logistics SMS messages, 3 different formats, from 3 different numbers, which can easily be regarded as spam by users.

Example: Taking Cainiao 's logistics SMS as an example, the first SMS with a blue text message contains the phone number, and the second SMS with a blue text message contains the order number.

Example: Taking Cainiao's logistics SMS as an example, the first SMS with a blue text message contains the phone number, and the second SMS with a blue text message contains the order number.

Users who have dialed the number in the first text message may easily mistake the order number in the second text message as a phone number and click (dial) it.

3. Focus

For the text message copy, users will only glance at it for 1 second.

Copywriting advice: Put information that requires user decision-making and behavior at the forefront.

(1) Take the verification code scenario as an example:

Location: Notification bar (If the user needs to check the SMS list, is it because the text is too long? Or is it because of network latency?)

Time: There is a limit, it may be a flash, but the user is required to remember and then enter it.

Capacity: Two rows.

Although verification codes are a necessity for users (they will not give up because of an extra step or the need to find a verification code), users will be able to sense the convenience you provide.

Especially in usage scenarios like verification codes, what users need to remember is the verification code, followed by other information such as who sent it, validity period, etc.

Example:

The text messages from Toutiao and Mobike are handled very well. They first write: verification code, and then: who sent it, validity period and other information.

Hellobike and Liulishuo text messages: They first write a bunch of content that users don’t care about at the moment, but this distracts users from jumping to useful information.

Text message from the People's Bank of China Credit Information Center: You need to click to see the specific verification code information.

(2) Take the delivery reminder scenario as an example

Location: notification bar, SMS list;

Time: limited, unlimited;

Capacity: Two rows;

Example:

JD Logistics SMS: The third message: In the SMS list, it tells users important information: arrival time; the other two messages: What is the courier’s name? How many users would care about it? Why is his name information placed before the “arrival time”?

4. Simplicity

Copywriting suggestions:

1. Try to keep text messages within 2 lines and make your point clear.
2. Get straight to the point and avoid beating around the bush.

(1) Take the scenario of itinerary information as an example:

Location: notification bar, SMS list;

Time: limited, unlimited;

Capacity: Two rows;

Example: For the first appointment, in the SMS list, you can easily know the progress of the trip: car has arrived, waiting, order amount, etc.

Example: Air China flight delay text message, unable to get any valuable information from the 2 lines of text messages in the text message list: Who sent it? What event is it about? Therefore, it is very easy for users to miss this text message.

In the details of the text message, the key information should be: "What is the adjusted time?", but this information is submerged in a pile of copywriting, requiring users to read a long paragraph of text.

On the contrary, the structured information displayed later is not the focus of the user at the moment, such as: checking flight status, requesting flight change certificate, etc.

1. Take the marketing activity scenario as an example

Location: notification bar, SMS list;

Time: limited, unlimited;

Capacity: Two rows;

Example: In the same marketing activity, a children's clothing store can directly see that it is a discount activity. If the user is interested in the discount, he will click to view the details.

Although China Unicom and Shouyue Auto wrote very literary words, such as: "Long time no see, the starting point of happiness", but because we are not familiar with each other, we can't generate this kind of resonance, and it is difficult to stimulate people's desire to click.

5. Easy to understand

Copywriting suggestions:

Try to use easy-to-understand copywriting so that users can understand it, rather than internal company copywriting, especially code copywriting, such as: certain system codes.

Take the APP application notification scenario as an example:

Location: notification bar, SMS list;

Time: limited, unlimited;

Capacity: Two rows;

Example: ShouE gives users an internal code that several users can understand.

6. Easy to remember

Copywriting suggestions:

1. The capacity of human working memory is 4±1. The text that users need to remember should follow the 4±1 principle, or control the quantity or group it.
2. In APP applications, if the verification code needs to be filled in immediately, it should be controlled within 3-5 digits. If the verification code does not need to be filled in immediately, and exceeds 5 digits, it must be displayed in groups to facilitate user memory.

Take the verification code scenario as an example:

Example: Toutiao: The verification code is 4 digits long and is best remembered;

95398: The verification code is 6 digits. At this time, the user needs to use a pattern to remember it.

RRS: The verification code is 8 digits. It is not filled in the APP application, but used when picking up the package. When picking up the package, you can hold the mobile phone and check it. However, because it is 8 digits, most people will divide it into several groups to remember.

7. Easy to read

Copywriting suggestions:

1. Provide a structured layout instead of piling all the text together, which creates reading difficulties for users.
2. For information that is longer than two lines, it is recommended to divide it into paragraphs, with each paragraph only talking about one thing, and extract keywords for each paragraph to facilitate user scanning.

Take the information notification scenario as an example:

Example: Is it difficult to read the registration information notification of 114?

8. Clues

Copywriting suggestions

1. Leave communication clues;
2. Quick feedback.

Source: Cui Lingmei