For any internet marketer, the only way to mark success is conversions. There is no way you could expect to survive in this market without able to drive sales. This is probably the reason why most of the marketers are relying upon landing page optimization. The main thing that one likes to experiment with are copy and design. However, one basic factor that is usually underestimated is typography. Not many of you must be knowing that typography is one of those factors that affect the conversions. Through this post, we will be analyzing the world of typography and understand how it can affect conversions.
So your landing page has an impressive headline, content and of course a design structure that manages to depict all the essential elements of your copy flawlessly. Still the graph for conversions seems to be showing no improvement. This is probably because of the Typography factor. Let us discover how this factor comes in to play.
What is Typography: In layman’s terms, typography stands for showing the text in an artistic manner. Invented back in the mid 15th century, it is this tool that lets you modulate the text while adding some style to it.
For anyone visiting your site’s landing page for the first time, their first impression is built upon how the overall page looks like. They do not start while looking at the overall content instead they focus upon how convenient the page seems to read. For them, it matters a lot how you have represented the information, how the text looks like, what is the size of letters, how long are the lines etc. So, basically, it is the first few seconds when the user decides if he wishes to proceed reading what the landing page displays. What could help out best in this case is understanding how typography can help the reader in grasping the message that your business is trying to convey.
Key Parameters of Typography: There are countless parameters that together contribute in making up the art for typography. Let us have a look at some of the prominent elements:
- Typeface – Typeface is not the same thing as font instead it depicts a group of characters, letters and numbers that display a particular design. For instance, Serif, Sans Serif, Times, and Arial are all typefaces and not fonts.
- Fonts – These are a specific style of typeface that come with preset width, size, and weight. For instance, Arial is a typeface and 9pt Arial Bold is a font.
- Line Length – The distance occupied by the text in between the right and left margins is called line length.
What is the importance of Typography?
In case your copy for landing page is difficult to read due to the spacing issue between individual letters, small size of the typeface or the words are aligned so close that people are going to find it difficult to distinguish between them then there are two ways how visitors are going to act. They will either prefer to navigate without any conversion or would continue reading but with massive struggle. But, the struggle would not last longer as at one point the readers would prefer leaving the site. So, as a whole all those efforts that you made while designing your landing page go wasted when you do not pay attention to typography.
Typography is definitely one of those essential factors that manage to make things easy for readers when it comes to understanding the information. A well-formatted copy would make sure that the reader’s focus remains over the content and he does not have to make efforts for the same. A study shows that humans follow a particular reading pattern that can be modified only through visual hierarchy. You can take help of typography to create a visual hierarchy that focuses upon the paramount elements. The paramount elements could be highlighted as compared to others owing to the size, color or style.
The habit of keeping things organized is ingrained in human psyche. This is well evident from the Gestalts theory that states the five main contexts based upon which humans organize the visual elements.
- Figure and Ground
Now, the question is how you can choose the right typeface for better conversions. When you click over the “font” option, you are going to come across countless options. Never settle for something intricate, thinking that it will look appealing. Go for something that is easy to recognize. The golden mantra is to maintain a typeface that complements the text.
One thing that you should consider is usefulness, never let the fluency affect usefulness. When you click over the “font” option, the results you get to see are similar to the appealing feel you get when you visit a candy story. They all may look pretty but pretty does not always point to equal sales. Make sure that the typeface chosen by you complements the text rather than overpowering it so that after going through the landing page, all that they remember is the message not the typeface.