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In the last 11 years, we’ve tested everything from alternate images to videos to redesigns. The biggest conversion driver? The copy (words on the page).
Good copy just converts like crazy.
But if the copy is such a big driver surely readability should be important too. It is. I’m a huge fan of pages with large type and good spacing.
Large font size = more readable = higher conversion rates.
If you’re an e-commerce business with a goal of driving conversion rates please increase your font size.
“What font size should I use to maximize conversion rates?”
That’s the question that got me to write this article. See, I don’t need to be convinced about the conversion power of font size.
But I needed to write a great article that would answer all your questions. No need for me to write that article because someone (D. Bnonn Tennant) has already done it. And he did it in 2011. The article is linked lower on the page, but here are the key takeaways:
- Use 16-pixel font size.
- 16-pixel font size is about what you’d find in a book if you factored for reading distance. We keep books quite close to our eyes. If you adjusted the distance to match the distance from our screens you’ll end up with about 16 pixels.
- The harder your text is to read, the less of it will get read . If you are an e-commerce business, this is a big problem for you.
- At age 40, only half the light gets through to the retina as it did at age 20. For 60-year-olds, it’s just 20%.
- Some people might protest by saying, “but users can zoom”. The article has a great response:
Not so. The users who will most need to adjust their settings usually don’t know how. And the users who do… well, they’ll probably just take the easier path by hitting the “Back” button.
What I have above is just a summary. You can read the whole article here: https://www.smashingmagazine.com/2011/10/16-pixels-body-copy-anything-less-costly-mistake/
Giving users a say
It’s possible you are convinced about using the bigger font but want to give the user a say in the matter. There is an elegant solution for this on the Exxonmobil.com site. By default, they show the font in normal size but give the user the ability to increase it:
While font size is super important let’s not forget font color. That matters too.
To facilitate readability you want to ensure there is a good contrast between the font color and background canvas. Light gray on white is ridiculously hard to read:
If you’re on LinkedIn much you
can should definitely connect with me. On LinkedIn, I post ecommerce conversion ideas every day, multiple times a day.