Website Testing and Optimization...
Those words either captivate you and draw you into a vortex of testing, OR they scare the living daylights out of you and are generally repulsive.
Website testing can be easy however, check out these 5 simple font tests you can run today!
Typography has been shown to have a huge impact on conversions, but randomly testing each Google font won't get you anywhere. There are a few aspects of typography that you should experiment with before you get familiar with type faces however.
Serif vs. Sans Serif
Serifs are accented with different widths for each line of a font and contain flourishes (eg,
Times New Roman). Sans-serif fonts are quite the opposite, simple with a consistent width (like Arial).
I always recommend sans-serif, but it's interesting that Georgia (a serif font) is by far the most popular font on the Web. Try both varieties to see which one works best for your website.
For your blog, long copy, and most of your website text, always choose black (dark) text on a white (light) background. It's a traditional color palette that our eyes are used to.
However, for your calls-to-action and other smaller, more impactful text elements, test each of the eight base colors (or whatever color suits your design). Always remember this principle: what pops is clicked
Tahoma tends to be the most readable at 10px, Verdana and Courier at 12, and Arial at 14px.
Whichever font you choose, be sure to test for differences in user engagement and clicks based on the font size. Nowadays, with the increase in mobile traffic, the bigger fonts tend to perform better, but not always.
Finally, we come to the most boring typography test: font type (aka typeface).
Whatever you do, don't go down the rabbit hole on this one. No need to each of the 700+ Google Fonts available. Try out some of the main ones that complement your design. When testing, we also recommend that you use an A / B / C / D / etc. This will allow you to test multiple fonts at once. Of course, this all depends on the volume of traffic you're receiving
Somewhere in those 4 tests lurks a potential game changer for your website. Would you want to increase your sales or leads by 10, 20, maybe 30+ percent? Of course, so start testing!
Don't want to test? No worries, we can do that for you. Just reach out to us by texting or calling 302-307-3247