Harness the Power of Fonts to Increase Conversion and Sales

- Lance Johnson 01.18.2016


People talk about the power of words but they fail to see how Fonts can make or break the content. While we seek the big-wins, the tiniest details, and the low-hanging fruits to impinge a lasting impression, the most overlooked area in conversion optimization is the role that fonts play to produce the biggest impact.  Its astonishing how this tiny, seemingly insignificant, irrelevant, and boring little feature could shake your whole marketing strategy topsy turvy!  The plethora of font choices is not there to look pretty; it could do a lot for your website if you know how to harness its mass potential. If you spend time to analyze your target audience and make an informed choice about the pertinent font types and font sizes, you could enhance the time a visitor spends on your site. Here are some font techniques and tips that would leave you in a gratifying awe:


1.    Pick the Best Font for the Situation

You may purport to have a favorite font and it could be seen adorning your every design, but have you stopped to think if the font can be factored in to every situation. For instance, for a website selling early education products to home schooling moms, which font would instill trust and resonate most with the care-giving mom figures. Which font would be the most suitable for a landing page of a website selling high end athletic products, to inspire an aggressive risk-taking attitude in visitors? Which font would best set the tone for a website incorporating adorable bedtime stories for kids? Which font would best match the warmth of an image depicting a proud father playing with his son in the fields? Or which font would accompany the color scheme of the home page and not seem at odds? There is no one font to rule them all because conversion optimization is a highly relativistic field that needs much insight and inquisition to glean something that seems just right! 



2.   Testing Your Fonts

The key to a high user engagement is using a legible font that is easy on the eyes. Since each website has a different set of audience, there is no foolproof combination to fonts but the following guidelines could help you make your decision:


•    Font Size: According to research, simply increasing the font size of the basic text body could enhance the user experience and engagement. The same font size would seem different on different font types, so trial and error would ultimately produce the right results. Generally, a font size of 16 PX or more should be used for the text body. Also, make sure that the headlines and subheadings should always be more prominent than the main body copy.
•    Font Styles: Choosing which Font style to use depends upon the placement of the text. Analyze whether the text would be used in the headlines, the body copy, or the call to action (CAT). For instance, your call to action is the most imperative element of your website because it presents the user with the action point, and thus the CAT should have some level of differentiation in terms of color, size, imagery, frame, background, Capitalization, and font style. A font that is spelled out in all capitals invokes an intense feeling of urgency and has some level of control on the user’s response. 
•    Font Matching: Try to use complementary fonts for your headings and main body but never the same fonts. It’s not only aesthetically pleasing but also makes reading easier. However, refrain from going overboard and using an assortment of font styles on the same page. 
•    Font Colors: The Font colors should contrast clearly with the background tone so that your copy is more legible and prominent. 
•    Font Spacing: Adjusting the spacing between characters and lines enhances the overall readability of your site and alleviates the eye strain wreaked on the eyes of the visitors.


3.   Analyze what Surrounds the Text

Surrounding elements decide how the eye moves across the text and analyzing the elements around the text could give you a feel for the right font. For instance, if there is an image beneath a headline, the user would hurriedly skim the text line to view the image. However, if the image is placed parallel to a vertical column of text, the user is apt to pay more attention to the words. In other case, if you overlay a picture with a san serif headline, the user fixates alternately on the words of the headlines and the image focal point. 



4.  Choose Your Font According to the Emotional Response you want

The right Font style can make your words come to life and invoke emotions in the readers. Emotions have one of the biggest roles to play in conversion optimization and if the fonts are used right to affect the users, you could turn the game in your favor. You may use Comic San, Bauhaus, or Bodoni poster to complement a “Comedian, Friendly, and novelty” tone, While Calson and Baskerville fonts can be used in context with “Intellectual, traditional, and knowledgeable” tones. A capitalized serif font creates a perception of “strong and trustworthy. If you want to bolster the believability of calls to actions, landing pages, or other such copy, or to portray the inherent seriousness of a subject matter, a serif font is the best choice.
In general, san serif can make your text feel confident, bold, and innovative. When you wish to communicate class, chic, elegance, or sophistication, a thick serif font helps set the right tone. Since intricate and curly font style can evoke memories of childhood stuff and sensations of childish curiosity, they would work wonders when writing copy for children. Thin serif font, on the other hand, can convey a carefree feeling of lightness to your tone. For instance, if the text in the cookie invasion that follows “I agree” is written is a light whimsical font, the reader would feel a sense of joy and feel more amenable to clicking on the agreement terms. 

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