The difference between helpful assistance and annoying interruption lies in the words you choose. Effective micro-intervention copy guides users naturally while respecting their autonomy and intelligence.
Writing Principles for Micro-Interventions
Clarity and Brevity
Users in micro-moments need immediate understanding. Every word must serve a purpose.
Poor Example:
"It appears that you may be experiencing some difficulty with our checkout process. Would you like us to provide you with some assistance to help you complete your purchase today?"
Better Example:
"Need help with checkout? We can guide you through it."
Contextual Relevance
Generic messages feel robotic. Tailor content to the specific user situation:
Context-Specific Examples:
- Cart Hesitation: "Questions about shipping? We offer free delivery over $50."
- Form Confusion: "Phone number helps us send order updates (optional)."
- Payment Issues: "Payment secure • 256-bit encryption • No data stored"
- Navigation Lost: "Looking for returns? Check our policy here."
Tone and Voice Guidelines
Helpful, Not Pushy
Position interventions as assistance, not sales pressure:
Helpful Language Patterns:
- "Need help with...?" (Offers assistance)
- "Here's how to..." (Provides guidance)
- "Many customers also..." (Social proof without pressure)
- "You can always..." (Emphasizes user control)
Conversational but Professional
Strike a balance between friendly and authoritative:
- Use contractions: "We'll" instead of "We will"
- Active voice: "Save your progress" not "Your progress can be saved"
- Simple language: Avoid jargon and complex terms
- Personal pronouns: "You" and "your" create connection
Content Types and Formats
Contextual Tooltips
Brief explanations that appear near relevant elements:
Shipping Address: "We need this to calculate accurate shipping costs and delivery times."
CVV Code: "3-digit security code on back of card (4 digits for Amex)."
Progress Encouragement
Motivate users to continue through multi-step processes:
- "Almost done! Just 2 more fields."
- "You're 75% complete — keep going!"
- "Last step — we'll have you checked out in 30 seconds."
Error Recovery Messaging
Turn mistakes into learning opportunities:
Form Error: "Email format looks unusual — did you mean john@company.com?"
Payment Issue: "Card declined — try another card or contact your bank."
Personalization Strategies
Behavioral Personalization
Adapt messages based on user behavior patterns:
Behavior-Based Messages:
- First-time visitors: "New here? Here's how our checkout works."
- Return customers: "Welcome back! Use your saved payment method?"
- Mobile users: "Tap to auto-fill from your digital wallet."
- International visitors: "We ship worldwide with tracked delivery."
Dynamic Content
Change messages based on real-time context:
- Time-sensitive: "Order in next 2 hours for same-day delivery"
- Stock-based: "Only 3 left in stock — secure yours now"
- Location-aware: "Free pickup available at our Chicago store"
Testing and Optimization
A/B Testing Copy Variations
Test different messaging approaches systematically:
- Length variations: Brief vs detailed explanations
- Tone variations: Formal vs casual language
- Action-oriented vs informational: Different call-to-action styles
- Question vs statement format: "Need help?" vs "Get help here"
Performance Metrics
Measure copy effectiveness through:
- Click-through rates: How often users engage with messages
- Dismissal rates: How frequently users close interventions
- Conversion impact: Effect on completion rates
- User feedback: Direct feedback on message helpfulness
Accessibility and Inclusion
Plain Language Principles
Ensure messages are accessible to all users:
Accessibility Guidelines:
- Use common words over complex alternatives
- Keep sentences short and direct
- Provide context for abbreviations
- Use parallel structure for lists
- Consider translation and localization
Cultural Sensitivity
Design messages that work across cultures and contexts.
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