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Microcopy for e-commerce: What is it and why should I care?

69% of all e-commerce visitors abandon their shopping cart. So, why do people have commitment issues with shopping carts? Hidden shipping costs, creating a new account, concerns about payment security, confusing and complicated checkout flows… There’s a lot of reasons why users bounce at the last minute, and for the most part, they all have one thing in common: microcopy. What exactly is microcopy? Microcopy (UX writing) is the words …

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The 6 reasons you f*&king hate your website (and it’s nothing to do with design)

Face it. No matter how much you tweak or fiddle with your website, there’s something about the sight of it that makes you recoil from it harder than Dracula from garlic. When you launched your site when it was all shiny and new, you had big hopes for it. But as time goes on, familiarity with your site starts to grow into contempt. You no longer like how it reads. …

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How great marketing mechanisms shook up Star Wars: The Last Jedi

There is a lot of crossover between franchise storytelling and marketing. A lot. Take Star Wars: The Last Jedi, for example. If you’ve been following me online, you know that I’m not exactly overjoyed with The Last Jedi.   But for all the issues I personally have with the movie (Dead Leia flying through space? Really? REALLY?), there’s no doubt its change of a direction was a masterstroke.   And …

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How does your brand inspire real customer loyalty?

Here’s a quick quiz on customer loyalty. If your business suffered an injustice that meant you had to shut your doors through no fault of your own, what would your customers do? Shrug their shoulders and drift away to your competitors? Freeze and not doing anything, while constantly messaging you for updates when you may be back in business? Man the barricades, mobilize and do everything they goddamn could to …