Micro-content, macro results: How sweating the small stuff improves customer engagement and retention


“I would have written a shorter letter, but I did not have the time.” Regardless of who said it (Blaise Pascal? Mark Twain?), writing clear, concise content in form fields, hint text, popup notifications, error messages, and success screens remains a challenge. Doing it well lets customers speed through their tasks. Doing it poorly leads to customer frustration. And when the content is short, customers are more likely to remember when something goes wrong.

Find out why micro-content is so important and learn how to use limited space to communicate clearly and enhance the customer experience. In this session, you’ll learn:

  • How to apply a core set of principles and make micro-content shine.
  • Why it’s important to identify gaps in micro-content by assessing existing content to determine customer pain points.
  • How to pack meaning into minimal space by focusing on what your customer absolutely has to know to feel good about the interaction.
  • Why you must strip away the fat. Every word counts, so take the time to figure out which ones aren’t pulling their weight.

Who should attend: This session is for content designers, content strategists, user experience writers, and designers who want a surefire way to improve customer experience and brand perception. Micro-content is easy to overlook. Giving it a little love can offer outstanding ROI.

Alexa ApallasAlexa Apallas

Lead Content Strategist, PayPal

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