06 April 2021

Matthew O'Connor

Marketing Manager

The text on an LMS can have a huge impact on user experience, engagement and learning experiences.

We’ve been working on a project that we can’t tell you about just yet. What we can tell you is that our client has put a considerable amount of time and effort into user research and testing to make sure its new learning platform is doing everything possible to improve user experiences and drive engagement among learners.

With all the essentials taken care of and the site in good shape, the client began A/B testing some elements to maximise engagement with the site among its learners. You could call it marginal gains, but in some cases the impact was anything but marginal.

The element of fine-tuning that sparked the greatest increase in engagement was the copy: the written content placed around the LMS to guide users along their journey.

When the text was rewritten by a copywriter with a view to making it as learner-focused as possible, there was an increase in engagement that surpassed comparable testing of design and functionality features.

So, how can you ensure the text on an LMS is engaging learners as much as possible?


Be clear

The copy should be written in plain, easily understood words so that the next action the learner has to take is immediately obvious to anyone reading it.


Be concise

Keep the text as simple as possible. As long as what’s written is clear (as mentioned above), there is no need to ramble on at length.


Stay learner-focused

The copy should be focused on the learner in every sense. The text on your LMS might address them directly by using words such as ‘you’ and ‘your’ (‘Here’s your next module’). It might guide the learner in the first person (‘My certificates’).

The content itself should focus on what matters to the learner – don’t fall into the trap of prioritising things that are more important to administrators, stakeholders or the organisation. Every word on the LMS should go through a filter of: ‘why does this matter to the person reading it?’

When you do that, something like:

Welcome to LMS Copywriting For Beginners. This course comprises five modules. You will get a LMS Copywriting certificate upon completion.

Might become:

You’re about to start LMS Copywriting For Beginners. Just five modules to go until you get your LMS Copywriting certificate.


Sound familiar

If you’re an established organisation with an existing tone-of-voice (the way you ‘sound’ in writing) it might be helpful to adopt the same tone for your LMS text. For example, if your website, internal communications and social media posts are written in a particular voice, your LMS may seem more familiar and welcoming to learners if it strikes the same tone.

If you’ve got questions about text on an LMS or any other aspect of LMS user experience, feel free to fill out the form below and we’ll be in touch for a chat.

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