Keep reading to see how serif vs. sans serif fonts and seven other font variations impact conversion rates.
Fonts vs. Typography vs. Typeface
More often than not, us laymen folk use the words fonts, typography, and typeface interchangeably.
What I’ve learned?
MAJOR no, no!
A lingering graphic designer reading this right now could appear out of nowhere and smite us for our ignorance if we didn’t clear the air first.
You think of a font as what you select when you’re about to use Microsoft word.
The definition of fonts actually stems back from the 15th century where computers weren’t real yet.
In fact, people had to use metal letters and numbers as you see in the picture below.
This massive collection of different characters is what makes up “one font”.
Regular, bold, light, italics, etc. They’re all part of one font –image source
Typography and typefaces describe appearance and style of the printed letter, character, and/or number.
Font = collection of characters. Typeface/typography = style and appearance of them.
As each font is different in style and appearance, it’s important for you to understand not only how it impacts the readability and speed of reading of your landing page design, but also how it affects thatvital first impressionit makes on your visitors.
Believe it or not, serif fonts have been shown to be easier to read on printed material, while sans serif fonts have been shown to be easier to read on the web.
Sans serif fonts are usually used by more modern companies and brands that attract a younger audience, while serif fonts are geared towards the newspaper generation of older web surfers.
But what’s even more confusing is that astudy showedthat people who read serif fonts on a site perceived themselves to understand, comprehend, and get through the reading quicker compared to sans serif fonts.
The crazy thing? The evidence of the study proved that sans serif people actually scored higher in comprehension and reading speed.
Obviously I don’t recommend using any type of cursive font for your landing page, even if you’re a luxurious high-end private jet company.
People who sit down at a restaurant aren’t about to leave. They’ll take their time to read and understand a menu.
Your landing page visitor on the other hand? They’re just one click away from checking out your competition.
Tommy Walker, former editor over at Conversion XL, put together anamazing in-depth articleabout typography and conversion rates.
In it, he shares a conversion rate test that was created on the New York Times website.
The 45,000 participants of the test thought they were being quizzed on the topic of catastrophic events and security, and if they agreed with a certain statement in the story, but in reality, it was a font test.
Baskerville had a 1.5% increase in people agreeing to the deciding statement compared to the other fonts.
1.5% might not seem like much, but if you’re getting traffic volumes like the New York Times, then that’s worthy of serious celebration.
Moral of the story? Choose fonts that are easy and quick to read – and be ready to test new fonts, weights, and spacing.
There are various tools you can use for landing page design creation and testing, to see what fonts work for you…
How Do Landing Page Fonts Affect Conversions?
To make things a bit simpler, understand that your landing page font’s goal isn’t to evoke deep rooted emotions or trigger some neurological rainbow of happiness in your visitors’ brains (although that would be sweet).
The goal of your landing page font is simply to be read.
“But isn’t that the same job as a landing page headline?”
Yes. But there’s a little more to it.
If a headline and subsequent landing page copy gets read, then it’s partly because it’s easy to read.
What you want to prevent is something that happened back in a1986 studyon printed paper fonts – Where people had to “continually backtrack and re-read sections to regain comprehension.”
So which fonts have been shown to have the highest legibility?
Or, you can be scientific and go with the2002 studyby Software Usability and Research Laboratory which concluded that Arial, Courier, and Verdana were the most legible fonts.
So just like simple font changes on a restaurant menu or newspaper can increase the perception of value and legibility, so can font changes on your landing page.
7 More In-Depth Tips on Landing Page Fonts
Okay, so now that you understand the importance of your landing page fonts, let’s dissect the different font elements you can test in your headlines and landing page copy to improve conversion rates.
Font Color Just like button colors have an importance in regards to conversion rates, so do the colors you choose for your fonts.
You’ve probably heard of the40 shades of bluethe Gmail team tested to measure higher click through rates on their buttons, but did you know Bing ran a similar blue font color test on their search results page?
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