Behavioral Economics in UX
What is UX? User Experience! UX Writing is an essential part of any digital platform. But what are behavioral economics and how do we apply them?
We have digital ways of doing this now! Fret not!
Understanding behavioral economics principles is a key part of writing for any User Experience. You can use these principles to create persuasive and motivating copy, microcopy, and design. In this quick reference guide, I’ll specifically discuss some key strategies for crafting more effective copy within your mobile application.
Use clear and simple language. One of the most important principles of behavioral economics is cognitive fluency, which refers to the ease with which information can be processed. To make your copy more cognitively fluent, don’t use words like cognitive fluency! Instead, use words that are easy for your users to understand. Avoid jargon or technical terms that may be confusing.
Appeal to emotion. Another important principle is the role of emotions in decision making. To create persuasive copy, appeal to users' emotions by highlighting the benefits of taking certain actions. Alternatively, you can highlight the consequences of not taking actions. Use language that evokes positive emotions, such as hope, excitement, or happiness. Urgent language can also be effective, but is best used sparingly.
Affirm social norms. People often look to others for guidance on how to behave. To apply this principle in your copy (or microcopy), highlight how other users have taken the same action. For example, you can mention the number of users who have completed a certain task, inform users of the popular choice, or have a “default” setting.
Create a sense of scarcity. Though scarcity is also a principle in “normal” economics, behavioral economics works a bit differently. The scarcity principle states that people place a higher value on things which are perceived to be in limited supply (a.k.a. scarce). To apply this principle in your app, you can use alert notifications, time limited events like sales, or limit availability of certain features and offers.
Save paper people! We have online outline tools like Figma and Adobe. (Or rather: just Adobe. RIP Figma.)
Let’s have a brief aside here: UX copy is generally meant to be “invisible”, unlike the more sales-focused copy of marketing. There is a big difference between the scarcity principle of a “Spring Sale!” banner on your landing page and the scarcity principle of your UX microcopy. So, what does good UX copy look like when it applies the scarcity principle?
Well, without getting too much into UX Design (which should go hand-in-hand with Writing if you’re doing it right), you might have red text to signal urgency and a statement that says “Only “x” left in stock - order soon!” This is what Amazon does. You’ve probably heard of them.
You might also have a ticking timer incorporated into your app’s UI for limited events, labeled with microcopy like “1 day left!”. This is a tactic many mobile games incorporate into their constantly refreshing in-app purchases.
You could also take a more subtle approach and use copy that says “Currently available” next to products that are in stock. You aren’t saying it’s unavailable, and you’re not saying it’s almost gone. In fact, you’re saying it’s totally available! Yet, acknowledging that it’s “currently available” implies an alternative where it might not be. Clever, right? We writers have our moments. Let’s get back to it, shall we?
Use loss aversion. People are sometimes more motivated to avoid loss than they are to achieve gains. To use this principle in your copy, frame options in terms of potential losses. For example, instead of emphasizing the benefits of signing up for a premium subscription, highlight the features that will be lost if the user doesn't sign up. There are some great apps out there that do this well, such as Grammarly (which I am not promoting and don’t use. Sorry, Grammarly.)
Use mental models. Users have internal representations of how a system works and how to interact with it. To use this principle in your app, try incorporating familiar terms and interfacing conventions. Use clear and consistent labels, commands that users can easily understand, and best practices of app UI structure so that there isn’t undue confusion.
Personalize the experience. The self-referential effect states that people are more likely to remember and engage with information that is personally relevant to them. There are some easy methods of implementing this into copy. Try having the user input their name when signing up. Code the user’s name into the welcome message of the app, the profile tab, or other areas that feel right. Highlight the user’s individual progress (like fitness tracking apps often do.) Tailor content to user preferences and interests (like music apps often do.) There are plenty of ways to personalize the information your user sees, so find some that fit with your app!
Use persuasive communication theories. Familiarity with persuasive communication theories such as the Elaboration Likelihood Model (ELM) and the Theory of Planned Behavior (TPB) can inform the language and tone of your copy. ELM states that people are more likely to be persuaded by messages that are easy to process and that match their existing attitudes and beliefs. TPB states that people's behavior is influenced by their attitudes, subjective norms, and perceived behavioral control. (In other words, the two are very similar. People are affected by their attitudes.) Use this knowledge to craft persuasive messages that align with users' attitudes and beliefs. For instance, if you have an app with a daily check-in feature, and a user has been absent for a few days, try sending a notification that acknowledges their absence and invites them back.
Provide feedback and encouragement. Self-efficacy is the belief in one's ability to achieve a goal. To increase users' self-efficacy, provide feedback and encouragement throughout the user experience. Use language that acknowledges users' progress and accomplishments, and that provides encouragement to continue.
Test and iterate. Behavioral economics principles are not a one-size-fits-all solution, and testing and iterating are crucial to understanding what works and what doesn't. You can A/B test different variations of copy with users and use the feedback to improve and optimize the language and tone. You can also offer in-app links to review pages, surveys, and support resources if that’s your thing.
I am reduced to stock imagery, but at least it’s relevant!
In conclusion, incorporating behavioral economics principles into the user experience of a mobile application can make your app more persuasive, motivating, and effective. By understanding key strategies such as using simple and clear language, appealing to emotions, and creating a sense of scarcity, UX writers can create copy (and microcopy) that aligns with users' behavior and motivations. Always remember to test, iterate, and reiterate. Every user is different!
