什么是微囊?

定义:Microcontentis a type of UX copywriting in the form of short text fragments or phrases, often presented with no additional contextual support.

微囊通常以简洁的形式传达关键消息:它可用于描述文章或长博客文章,将清晰度添加到界面,或鼓励所需的行为。

微囊的例子:

  • Page titles
  • 页标题(头条新闻)
  • Taglines
  • 电子邮件subject lines
  • Summaries, decks
  • Hints, tips, explainers

Although sometimes it is presented in the context of a larger piece of text (e.g., if it’s an article title), microcontent often stands alone, such as in tweets, RSS feeds, and search-engine results.

Microcontent is UX copybecause it’s actionable and relates to a broader piece of content. It exists to encourage users to take some action, usually because they want to see an in-depth (fully-written) piece of content that’s represented in the user interface by a piece of microcontent.

Not all forms of UX copy can be considered microcontent in our sense of the word, though:menu items和其他命令,现场标签和error messagesare self-sufficient, as opposed to being stand-ins (or summaries) of bigger things.

为什么微囊重要?

这些短文本短语可以打包一个大拳。信息丰富的微囊可以非常有说服力,特别是在数字空间中,观众扫描和快速移动。研究(例如,inria的研究人员最近的研究)表明大多数读者共享他们从未阅读过的文章。manbetx官网手机登陆这种现象是可怕的,但是真实的:人们根据头条新闻和摘要形成意见,而不会努力挖掘更深。这比通过其封面判断一本书更糟糕 - 它是通过其标题判断一本书(或至少一个搜索引擎命中)。

Well-written microcontent, when presented at the right time, can draw people in, emulate a courteous customer-service agent, and humanize the user experience. When the usability of your interface is not perfect, microcontent can step in and help save the day, leaving lasting positive impressions.

Microcontent Helps Sites Reach Business Goals

Little details can make or break the user experience. Microcontent should be an ultrashort abstract of its associated content, written inplain language,没有双关语,没有“可爱”或“聪明”的措辞。虽然它可能是潮流的,最重要的是,它必须提供良好的内容,保持人们的利益,并提供价值。

Users have been burned too often on the web, and won’t wait for a page to download unless they have clear expectations for what they will get. In print, curiosity can get people to turn the page or start reading an article. Online, there are too many other temptations: links that are more promising and transparent.

下面我讨论了不同类型的微囊体的个别指导。

Page Titles

页面标题是HTML标题标记对于SEO至关重要。构成页面标题的40-60个字符会影响内容在搜索结果中的程度以及人们是否单击链接。

The words used in the page title help search engines determine what the page is about and index it accordingly. This microcontent is the representation of your content that people see on the search-result page. It needs to be a pearl of clarity to entice viewers确保:

  • Remove nonessential words to improve scannability
  • Move the keywords to the front the of the title to catch people’s attention and to support scanning
  • Include keywords that boosts the content’s ranking

Skip leading articles like "the" and "a" in page titles (but do include them in headlines that are embedded within a page). Shorter text is easier to read (and scan).

Page titles on search results influence what people click on. The title of this search result begins with nonessential words,这里有......,让人们扫描这句话更难。
What can this possibly be about? At first glance, you might guess that it’s about cars, but then again maybe not. This generic page title is too broad to pique interest. The summary blurb mentions bars and restaurants, but is still not adequate at giving clues.

Be aware that what might be a good title for SEO is not necessarily good for social media. In social media, optimizing for search engines might not be as important as getting immediate clicks from social-platform users. Understanding the words that trigger interest among users is important in capturing their attention.

页标题(头条新闻)

Headlines are microcontent — readers should be able to scan them and get a clear idea of the underlying information. Headlines are your pick-up lines. There are manyguidelines for writing solid headlines。These are my two favorites:

Make sure the headline works out of context.

Online headlines are often displayed out of context: in news feeds, social media streams, blog posts, and so on. Headline text has to stand on its own and make sense when the rest of the content is not available. Sure, users can click on the headline to get the full story, but they are too busy to do so for every single headline they see on the web.

JetBlue.com: (Left) Can you guess what the middle headline refers to? The headline has low信息香味- 也就是说,很少有意思是,建议故事是什么。(右)直到您到达您意识到标题的文章就是关于带回旧式喷气机。

告诉读者有用的东西。

When faced with a barrage of links, people click on headings that have the highest probability of providing value. Useful headings are specific. They provide facts or information that pique the readers’ interest. Avoid broad and generic headings.

This headline is too broad:

后创伤应激障碍(PTSD)的替代治疗

Contrast it with:

Birds Heal Post Traumatic Stress Disorder (PTSD)
或者
后创伤应激障碍(PTSD)被鸟类愈合

第二个是更好的,因为它更具体并提供可能引起读者的好奇心的具体信息。第三个是更好的,因为它首先设置上下文(文章是关于PTSD,而不是鸟类)并支持扫描性。(正面加载关键短语是其中的示例passive voice can be used,即使它被编辑正确鄙视。)

Avoid teasers (click bait) to entice people to click, but don’t deliver on the promise. Sensational headlines that are meant to generate advertising revenue at the expense of quality and accurate content erode trust. You can fool people to click once, but you can’t fool them repeatedly, and people will leave (and not return) if they get disappointed by the destination content too often.

Taglines

一个好的标语标题可以帮助放心他们位于正确的位置,并为详细内容提供上下文。

You might be surprised by the number of people who don’t know about your company or what it does. Don’t assume that your site’s visitors know who you are when they arrive. They could be following up on a promotion or an article, and may need context or explanation.

好标记通过传达网站的目的和访问者可以以简洁的方式从中获得什么,传达网站的目的。请记住,Web用户不耐烦。TAGLINE应该是简单的,简单的,并且到这一点。简洁起见对新用户和返回用户都有好处。说出你是谁以及你快点所做的事情,所以人们可以继续把它们带到你的网站上的任务。

This tagline is too vague:

一次让生活更轻松

This tagine is better:

Clever life hacks to tackle everyday snags

The second tagline shows off the blog’s whimsical personality while providing information about the type of tips the site offers.

电子邮件Subject Lines

人们每天都会轰炸繁殖的电子邮件。如果如果是,他们将删除消息email subject line没有意义或似乎没有吸引力。对于与客户共鸣的主题行,他们需要被关键作为用户受益或被视为解决用户的需求。清楚地解释电子邮件是关于与用户相关的术语。

Bad: This subject line is generic and doesn’t give the reader anything specific to be excited about.
Bad:This subject line doesn’t sound very interesting. How does this message vary from past messages, and why should the reader care?
Good: Most people who shop online want to know when to expect the product to be delivered. This subject line directly addresses a real user question.

Note: Many of the writing tips for page titles and headings apply to subject lines. Be concise and start with keywords — otherwise people may not bother to read the line or the email client may cut it off.

Summaries and Card Content

简短的概述可以将读者介绍到它们可能无法读取的长内容。摘要可以通过为更长文章中的信息提供背景来帮助理解。此外,摘要为想要收集主要观点但不希望阅读整个文件的人提供快捷方式。

PBS.org:Cardslike these present chunks of information that introduce content. High-value microcontent such as titles, summaries, and images can entice users to click through.
nngroup.com:基于用户反馈,我们伴随着每篇文章,摘要设置舞台,帮助读者获得更长文本的主旨。

提示,提示,解释者

一个或两个单词(或短语)可以非常影响业务。他们可以在标题或标题中补充内容,并可能有助于减轻客户的担忧。将它们视为一个实时客户服务代理,预计人们的问题并在上下文中解决它们。在可用性测试中,我们已经看到解释者通过进程轻轻地引导人们来拯救这一天。

Nimble.com: The site addresses common questions (cost and credit card requirement) exactly when people might think of them. Increase conversions by providing reassurances at the right time.
ncl.com:挪威游轮网站解释为什么有人可能会从进入信息中受益,显然与预订过程无关紧要。

Conclusion

Tiny lines of copy can make an enormous impact on business. They introduce interesting content which otherwise could be easily overlooked. And when presented in context, they can turn a mediocre user experience into a delightful one.

Learn more about writing for the Web in our seminar on写下引人注目的数字副本

Reference

Maksym Gabielkov,Arthi Ramachandran,Augustin Chaintreau,Arnaud Legout。社交点击:在Twitter上阅读什么和谁?ACM SIGMetrics / IFIP性能2016。https://hal.inria.fr/hal-01281190