Microcopy Analysis

Table of Contents

• Headline Patterns
• Body Text Patterns
• Tone Analysis
• CTA Patterns

Introduction

Every headline, body text, and CTA was documented and analyzed. Microcopy varies dramatically by context—first-use states are 42% encouraging while search results are 100% neutral. Word counts, tone, verb choices, and sentence structures all follow patterns that correlate with product type and user context.

This chapter quantifies what 10 enterprise systems actually write in their empty states, revealing the unwritten rules of empty state copy.