The goal of your website font is simply to be read.īut isn’t that the goal of the landing page or website headline? To be clear: You don’t pick a typeface and font style for your website or landing page to evoke deep-rooted emotions or trigger some neurological rainbow of happiness in your visitors’ brains (although that would be sweet). When you design your landing page or website, you design it for that target audience. Landing pages and websites are built for one reason: to convert a target audience. how the schematics of a font can be the difference between a browser turning into a buyer or a bouncer.how that differentiator affects your conversion rate.when to use curly fonts over fonts without feet.The fonts you use are the conversion rate details that matter. They go unnoticed by most but, overall, a focus on web design will improve your conversion rates.
It was the first computer with beautiful typography. But ten years later, when we were designing the first Macintosh computer, it all came back to me. None of this had even a hope of any practical application in my life. It was beautiful, historical, artistically subtle in a way that science can’t capture, and I found it fascinating. I learned about serif and sans serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. “Because I had dropped out and didn’t have to take the normal classes, I decided to take a calligraphy class to learn how to do this. Remember when Steve Jobs talked about how he dropped out of school and learned about typography? Conversion rates increased by 133% (that’s WTF awesome).Bounce rate decreased by 10% (that’s great).Exit rate decreased by 19% (that’s good).Instead of focusing on the checkout process, the button colors, or the value propositions, Click Lab decided to start with the fonts. Landing page and website fonts make your headline look good, and your headline is the hook that convinces a user to scroll down the page.Ĭlick Laboratory was ecstatic when a new software company hired them to improve their conversion rates. If a website or landing page is your company’s book cover, fonts are the vital first impression when a user opens the book. Google calls that a bounce, and it’s bad for your rank. To put it plainly, if your site looks sh*tty it corrodes your credibility.Īn ugly site pushes people to leave as soon as they land. They may not even realize it, but the fonts you choose (in combination with whitespace and imagery) impact user experience (UX). The people looking to buy your stuff, that’s who.
The most underrated spoke-no question-is landing page and website fonts.īut who the heck cares about fonts, really? There are many spokes on the conversion rate optimization wheel.
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