It’s one thing getting customers to use your app. It’s another entirely to keep them using it. To make them want to use it, to share it with their friends, family and colleagues. To rave about it in reviews.

For that, you need an engaging, intuitive, friendly, unforgettable user experience (UX). And one of the most important ingredients in the UX mix is microcopy.

When a customer uses your app or program, they don’t just look at the words. They’re influenced by everything they encounter – both before they see the words, and after.

The design, the layout, the sounds and music, the haptic feedback, the animations, the relationships between all the informational and functional elements, the promises made in the promotional copy that led them there, their interactions with sales and customer support along the way, the fluidity of every transition and transaction…