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Why we picked it This talk includes the famous example where changing a Google button from 'Book a room' to 'Check availability' lifted engagement 17 percent, which proves microcopy is a business lever, not polish. It is a short, clear case for writing labels that match what the user is actually ready to do. Great to watch before your next launch.
How Words Can Make Your Product Stand Out (Google I/O '17)
On Google Design (YouTube) by Maggie Stanphill, Google ~30 min
- Match the button to the user's readiness, not your funnel
- Small wording swaps can move real metrics
- Set a consistent voice so the whole product feels like one thing
