Reshoper 2026, Prague

10 hacks in 20 minutes

How to make your online store better by tomorrow with UX writing

Order confirmation

Your order has been successfully accepted for processing.

  1. Can it be unsuccessful?
  2. And when do I get it?
After

We’ve got your order. Your parcel ships tomorrow.

Orange marker

An evening with a sick child

It’s 10:40 pm

Your child has a fever of 39 °C and you’ve run out of syrup. You order in a pharmacy app and it tells you:

When the hell is the medicine coming? And who are the heroes?

Message from a Czech shopping app

The customer at 10:40 pm

This is how a quarter of your customers read

1 in 4

adults across OECD countries can only handle short, simple texts

OECD PIAAC 2024

15–20%

of people are neurodivergent. They have ADHD, dyslexia or autism

Doyle 2020

3%

of adults in Czechia, where I’m from, report an ADHD diagnosis

Vňuková et al. 2021

So does anyone still learning the language. And at 10:40 pm on a phone, most of us.

Be kind to people.
Especially at 10:40 pm

I believe that when you’re a little kinder to people, it comes back to you. In every hack you’ll find something that annoys you when you shop, too. And the great thing about copy is that it’s quick to fix.

A hand holding a phone, the screen says 10:40

Covid vaccination sign-up

The average user is a myth

They show up at a good time, rested and focused, and they know your store inside out. That customer doesn’t exist.

Clear copy says what’s happening and what comes next

Za chvíli jsme zpět!
We’ll be back soon!

Prosím zkuste to za chvíli znovu.

Please try again later.

What do you think seniors did in the first wave of covid vaccination sign-ups when they saw this?

Part one, hacks 1 to 4

Copy for every brain

When you help people whose brains work differently, you help everyone.

A head in profile with a tuning dial where the brain would be

Hack 1Copy for every brain

Write for sixth graders

11.1%

is the conversion rate of landing pages written at a 5th to 7th grade level. Copy at a “professional” level gets 5.3%.

Unbounce 2024, 41,000 landing pages
Shipping

In the event that the shipment is not collected within the specified period, it shall be returned to the sender and any re-dispatch is charged in accordance with the current price list.

  1. Nobody talks like this.
  2. How many days?
  3. How much will it cost?
After

Your parcel waits at the pickup point for 7 days. If you don’t collect it, it comes back to us. We’ll send it again for €3.90.

An open notebook

Hack 2Copy for every brain

Say it literally

Some people read idioms, irony and puns literally. State the information first. The joke can come after it.

W3C guidance on cognitive accessibility
Jakob’s law

“Users spend most of their time on other sites. They expect your site to work the same way as all the other sites they already know.”

Bank notification

Woohoo, off it goes! Your money will land in two shakes.

  1. What’s off?
  2. When should I start panicking?
After

Payment sent. It usually arrives within an hour.

Greenland halibut

Hook it

Am I buying fish or playing a game?

Hack 3Copy for every brain

Be specific.
One thing has
one name

Pickup point. Not branch, not collection point, not parcel shop.

34%

of shoppers leave when product names and descriptions are unclear

Salsify 2026, about 3,000 shoppers
Product description

Premium backpack with an innovative design for an active lifestyle. A great companion on every journey.

  1. Says who?
  2. In what way?
  3. A dog or a backpack?
After

The backpack holds 22 liters and weighs 780 g. It fits a 15.6″ laptop and two days’ worth of stuff.

Hack 4Copy for every brain

Write headings as questions

People skim copy on the web. Nobody finishes a long, blurry paragraph. Write headings as questions and put a short answer under each one.

Nielsen Norman Group 2020, eye tracking

Discover freedom of movement

Our new collection combines cutting-edge design, maximum comfort and sustainable materials for your active day and every journey ahead.

When half of it is bold, nothing stands out.

Who are they for?

Runners who do up to 15 km a week.

What’s in the box?

The shoes and a spare pair of laces.

When will they arrive?

Tomorrow, if you order by 4 pm.

How do I return them?

Within 30 days, free at any pickup point.

Orange marker

Part two, hacks 5 to 7

Shopping without stress

Three hacks about error messages, forms and fees. Customers abandon seven carts out of ten.

Baymard, average of 50 studies: 70.22%
A shopping cart with three parcels

Hack 5Shopping without stress

An error message says what, why and what next

94%

of online stores show only generic error messages

Baymard, Checkout UX 2025
Please fill in all fields.
NameJane Novak Guests2
Emailjane.novakgmail.com Something is wrong with the email address you entered.

Which field?

That 2 is just a hint. The field is empty.

What’s wrong with the email?

After
GuestsHow many of you are coming? Emailjane.novakgmail.comLooks like the @ went missing from your email.
A cable pulled out of its socket

Hack 6Shopping without stress

A form that forgives

61%

of online stores don’t mark which fields are required. And 49% don’t explain why they want your phone number.

Baymard, Checkout UX 2025

Delivery

Phone+44 7700 900 123Enter the number without spaces or country code. Emailjane@gmial.comInvalid email.
Continue

Why doesn’t it fix that itself?

Which typo?

After
Phone+447700900123Any format works. The courier will call you on it. Emailjane@gmial.comDid you mean jane@gmail.com?

An error message should be the last resort.

A guardrail on a snowy road

Hack 7Shopping without stress

Say the price, shipping and returns up front

40%

of people abandon a cart because of extra costs. It’s the most common reason.

Baymard, survey of US shoppers
On the product page

Shipping depends on the selected method, the price will be calculated at checkout. Returns are subject to our returns policy.

  1. How much?
  2. That’s too late.
  3. And how do I return it?
After

Shipping €3.90, free over €60. Delivered tomorrow. Return within 30 days, free at any pickup point.

A parcel with a €3.90 price tag

Part three, hacks 8 to 10

Credibility

Three places where you build or break customer trust: what AI says on your behalf, how you explain your reviews and which words you choose.

A human hand and a robot hand high-fiving

Hack 8Credibility

Write a voice guide for AI

32%

of people trust a brand less when they can tell its communication is written by AI. Only 7% trust it more.

Klaviyo 2026, 8,000 consumers
  • Golden bank of copy
    Samples you’re proud of. AI learns your voice from them better than from adjectives.
  • Component card
    What it is, where it’s used, how many characters it has, and a good and a bad example.
  • Glossary with bans
    AI understands “never error, always couldn’t”. It doesn’t understand “write naturally”.
  • Zones instead of tone
    The word “friendly” tells AI nothing. The rule “critical zone: no humor, no emoji, no exclamation marks” it can follow.
A mixing desk knob

Hack 9Credibility

Say how you verify reviews

55%

of 223 online stores and platforms checked across Europe potentially broke EU rules on reviews

European Commission, 2022
Above the reviews

Rating 4.9 out of 5

  1. Who wrote them? And do you delete the bad ones?
  2. Out of ten reviews, or a thousand?
After

4.9 out of 5 from 1,254 reviews. Only customers with an order can write one, and we check it against the order number. We don’t delete negative reviews.

A handheld microphone

My neighborhood in Prague

Words matter to people

A developer’s billboard called our neighborhood Jižák. Locals say Jižňák. One letter, and the neighborhood held a poll.

The words your customers use are in your reviews, support tickets and comments.

A Facebook ad in Czech: Jižák, finally a dream city, with 48 comments underneath A neighborhood poll in Czech: Jižňák 73%, Jižák 27%, 396 votes and 60 comments

One letter, 396 votes. Such a small thing, right?

Hack 10Credibility

Write a glossary for your store

One glossary for your team and for AI: your signature words, the shared names for things in your store, and considerate words with their replacements.

Orange marker
Instead ofWrite
Shared names: one thing, one name
Branch, collection point, parcel shopPickup point
Login, log on, sign inSign in
Words that blame
You entered the wrong passwordThat password doesn’t match
You forgot to buyYou can still add
Are you sure you want to leave?Leave without saving?
Labels and comparisons
Crazy deals40% off shoes
Blind usersPeople who are blind
BlacklistedBlocked
Dummy dataPlaceholder data
Words that leave someone out
Dear momsDear parents
GenderHow should we address you?

Take a photo

Pick one hack for Monday

  1. Hack 1Write for sixth graders
  2. Hack 2Say it literally
  3. Hack 3Be specific
  4. Hack 4Headings as questions
  5. Hack 5Errors: what, why, what next
  1. Hack 6A form that forgives
  2. Hack 7Price and shipping up front
  3. Hack 8A voice guide for AI
  4. Hack 9Say how you verify reviews
  5. Hack 10Write a glossary

The two-question test

Two questions for every sentence a customer reads under stress

First question

Would even a tired customer know what happens next and what to do?

Second question

Would they know what it costs them in money, time or personal data?

If the sentence answers both, leave it alone. If not, start with it on Monday.

Homework for Monday

On Monday at 10:40 pm, try buying something in your own store on your phone

Start where you get stuck. One hack a week, and you’re done by Christmas. Your store will be a little friendlier and more accessible.

Be kind to people.

A hand holding a phone, the screen says Monday 10:40
Lenka Stawarczyk

End of broadcast

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listening

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The hero on stage is taking a breather now. She’ll still take your questions.

Articlelenkastawarczyk.com