How Typography and Fonts Impact Conversions
When we think about increasing conversion rates, what usually comes to our mind are call-to-action buttons, page colors, and headlines. But rarely do we ever think about the impact of typography and fonts on conversion.
For most internet marketers, the use of typography is still an unknown topic. However, several studies show that it is a great tool that can help you in your conversion rates. In this article, our Manchester website designers will look at what typography is and how it can affect conversion.
If you have a website that, despite all your efforts, fails to get a substantial amount of conversions, then this article might help you.
What is Typography?
In the simplest term, typography is a tool that helps you add styles and personality to your text.
One of the first things that visitors do when they open your site is check the overall design of your page. They scan how you present the information like the size of the text, font, length of sentences, etc. Only after this do they go through your website to find what they’re looking for. Page visitors will usually have more confidence in finding what they need based on how the texts look.
If you understand typography, you can benefit a lot from it. By using this tool, you can make it easier for your visitors to grasp and understand the information you’re providing.
Why is Typography Important?
By now, you must have an idea about the importance of typography. However, it is more important than you think it is:
If your texts have individual letters that are too close to one another, visitors will find it hard to read. In such cases, your visitors will leave, or they’ll try to read through your article and then leave before reaching the end. Either way, your conversion rates will drop significantly.
However, with the correct use of typography, you can make it easy for your readers to understand and comprehend your information.
When you have a messy word design on your page, it will divert your reader’s attention, which will affect your conversion rates. But the use of typography can help the reader stay focused on what’s in front of them.
If you look at how web users read, you’ll find that they follow a certain pattern. You can take control of this pattern by using a visual hierarchy. To create a visual hierarchy, you can make the important pieces stand out through font style, size, and color. All these are possible thanks to typography.
Does font size make a difference?
To see the effects of font size, Michael Bernard from Usability News studied the different types of fonts. In this study, he made use of eight popular fonts and analyzed them in various sizes. With 60 participants, the fastest read fonts were Arial and Times New Roman. Whereas, Courier and Aral took home the title for the most legible.
Now that you know the importance of typography and fonts, we hope that you’ll be able to bring in more conversions from your page with this little trick. Remember, the small details are what matters the most when it comes to conversion rates.