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Wednesday, Apr. 18, 2007 at 6:31 am

Google Website Optimizer Test: Increased Font Size

By Bryan Eisenberg
April 18th, 2007

MattressLiquidators.ca has been beta testing the Google Website Optimizer service for a few months now. So far, they’ve seen some incredible increases in conversion. One of the simplest test we ran was increasing font size.

Problem: Mattress Liquidators sells quality mattresses. An assumption can be made that many of the people interested in buying their mattresses might be older.

Solution: We decided to test increasing the font size on product pages.

Before:before smaller font

After:

larger font size

Results: Bounce rate from the test page went down 7.5%. While this is not a major gain, it is significant if it reduces the friction from one segment of customer it is worthwhile.

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Comments (5)

  1. [...] Usability – Testing font size increases. Would somebody in this office please give Google Website Optimizer a run??? [...]

  2. We’ve been thinking about testing font size ourselves. Was there enough data to see any difference in the conversion (purchase) rate?

    - Ophir

  3. [...] pense en voyant un article sur GrokDotCom, sur l’impact d’un changement de taille de police dans une page donnée. Celui-ci nous [...]

  4. I agree that increasing point size on sites that cater to older people (even about 40 are older if not old ;) ) can improve the stay-on-site time. The font size on some sites is so small that the copy puts a lot of strain to those reading it on a small monitor.

  5. I just wrote about a similar experience I had where I changed the color of the internal links on a website that was recently redesigned – especially the links to the “contact us” pages. The leads from the site almost tripled. Here is the article http://www.leadoptimize.com/blog/2007/04/12/the-sales-leads-are-in-the-details/

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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