May 8, 2019

Address Fears & Uncertainties​

1. Acquisition  >  Address Fears & Uncertanties

Address fears & uncertanties to reduce SaaS churn

Fear and uncertainties are the biggest drivers of conversions. Fear is a source of motivation that compels visitors to take action. You need to use fear and uncertainties to increase conversion rate and reduce churn.

● PERSUASION

Fullstory

Fullstory uses powerful question that addresses an internal fear of any product owner and provides visitors with an extremely easy solution to get over their fears by trying Fullstory for free.

Bouncezap

Bouncezap addresses the biggest fears of their target audience in the primary headline on its landing page and offers a solution right below the headline.

Winbounce

Winbounce addresses their ideal customer’s biggest fear on its landing page (9 out of 10 visitors leave your site without taking action) and presents them with a solution (Change that with Winbounce!)

How to use the technique

  • Address fears and uncertainties based on buyer personas. Personalized fears that are relevant to your audience are more likely to boost conversions. Follow steps in our free churn optimization framework to conduct research that will help you understand your audience’s biggest fears. 
  • Present your software as a solution. Simply igniting fear won’t work. Offer your product as a solution that will reduce their fear and uncertainties.
  • Add a clear CTA. Make CTA consistent with fear’s solution. A relevant CTA that shows how easily visitors can get over their fear will have a magical impact on churn rate.
  • Offer guarantees. This will address the visitor’s uncertainties about your software’s ability to resolve their fear. For example, offer a risk-free money back guarantee. It will make it easier for your audience to convert.
  • Add statistics, numbers, and research to create fear appeal. And immediately after the statistic, pitch your offer as a solution.
  • Highlight the benefits of your product. Don’t focus on features as they don’t provide a solution. Stick with the benefits of your software.
  • Use relevant words in the headline to trigger fear such as ‘behold’, ‘beware’, ‘unbelievable’, ‘bitter truth’, etc. Power words make your job easier. Use this free guide to learn how to test different power words for conversion optimization.

Mistakes to avoid

  • Overdoing it. When you only (or mostly) use fear to generate leads, your audience will get used to it and won’t respond appropriately. Use it occasionally to be effective at it.
  • Failing to provide a solution. If you cannot convince visitors that your product provides them with an easy solution to get over their fear, they won’t convert. The idea is to provide a solution to their fear.

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> Fear and Greed: What Drives Human Behavior?

> How to Grab Attention Using Fear (Without It Blowing up in Your Face)

> How To Sell Using Fear

Research evidence

Kaylene Williams reviewed the literature on fear appeal theory and concluded that fear motivates people to take action to reduce the fear (or threat arising from the fear). Fear appeal refers to negative results of not using a product and it is effective in developing an individual’s interest. A frightened individual is more likely to take preventive action.

—

Fear motivates people to take action to reduce the fear. Present your product as a solution to the problem causing this fear and you are all set.

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May 8, 2019

Don’t Ask For Credit Cards

1. Acquisition  >  Don't Ask For Credit Cards

Don’t ask for credit card for trial to reduce SaaS churn

Asking for a credit card at the acquisition stage will reduce conversions significantly. Don’t ask for a credit card rather impress them with your software during the trial, they won’t leave you after the free trial.

● PERSUASION

Pipedrive

Pipedrive offers a free trial for 30 days and it clearly mentions that no credit card is required.

Pandadoc

PandaDoc has a free trial which his clearly stated right below the main CTA.

Mailerlite

MailerLite has a short sign up form, they don’t ask for credit card, and give full access to free subscribers to their software.

How to use the technique

  • Set clear goals upfront and develop a robust strategy for your SaaS business. Is your focus on sign up conversions or paid conversions? Do you have a supporting onboarding process to persuade free subscribers to switch to a paid subscription? You can read more in our free churn optimization framework on how to deal with conversions effectively.
  • Clear mention of no credit card required. It should be close to CTA preferably below the CTA so it is visible. Not asking for credit card reduces friction. It increases signups significantly. Visitors cannot say no to your free offer.
  • Create an awesome onboarding process. Help users in solving their problem with your app. Tell them how to use your app. Offer them tutorials and make it super-easy for them to use your software.
  • Engage with free subscribers. Use email sequence and in-app notifications to build a relationship with free subscribers so they don’t churn after their trial expiration.
  • Deliver value during the free trial. Persuade free subscribers to perform common conversion activities that lead to paid conversions. The earlier users get the benefit from your software, the better.
  • Ask for credit card information at the end of the trial. Give them an additional trial (of 7 days or 14 days) once they add their credit card. This is a powerful approach to reducing churn after free trial expiration.
  • Monitor and analyze conversions. Test lead quality, check conversions at the personal level, and see how it impacts end-to-end conversions. Our free guide has actionable steps on testing and analysis.

Mistakes to avoid

  • Not helping users achieve initial success with your software. If you aren’t making it easier for users to get benefit from your software (the reason why they opted for the free trial), you'll lose them. Help them achieve success with your app during the trial.
  • Offering limited access to the software and/or its features. The whole purpose of not asking for a credit card is to let users explore your software and then switch to a paid subscription if visitors find it useful. So let them use your software as much as they like during trial. Don’t restrict.

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> Credit Card Trials Vs No Credit Card Trials – Which way to go?

> For web apps, is it better to ask for the credit card before their trial starts (e.g., on the signup page) or after their trial expires?

Research evidence

Research by Totango found that the average signup conversions jumps from 2% to 10% when SaaS businesses don’t ask for a credit card. It makes sense to minimize the friction at the initial stages of a marketing funnel to maximize the number of inbound leads in the end.

500%

Average growth of trial sign-ups conversion according to Totango after removing credit card field

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May 8, 2019

Use Scarcity & Urgency

1. Acquisition  >  Use Scarcity & Urgency

Use scarcity & urgency to reduce SaaS churn

Creating urgency for your software is a surefire approach to increasing conversions and scarcity helps with reducing churn because nobody wants to miss something that is perceived as ‘rare’.

● PERSUASION

OptinMonster

OptinMonster refers to 700,000+ websites that use their software and the number of visitors optimized counter on their landing page to create urgency.

Groove

Groove creates urgency by stating a big number of its landing page. It talks about 8000+ companies that are using Groove.

Prodpad

Prodpad doubled its conversion rate after it reduced its free trial duration from 30 to 14 days.

How to use the technique

  • Urgency and scarcity should be used in copy and headline. For instance, using words like ‘hurry’, ‘buy now’, ‘exclusive offer’, etc. will boost conversions. Read our free churn optimization framework to learn more about conversion optimization.
  • Add a countdown timer to highlight time left for the discounted price.
  • Use urgency in CTA. Use of appropriate words and button color (like red) will significantly enhance urgency and will persuade visitors to take action.
  • Use numbers in the headline. Using big numbers that represent the potential of your software and the benefit to the user will develop urgency. Make visitors feel what they're missing by showing digits.
  • Reduce the duration of the free trial. For instance, from 30 to 14 days. It is a known technique for increasing conversions.
  • Accept limited customers. It is used in ecommerce but you can use this technique to significantly boost conversions of your software. Set a specific number of customers you are accepting in a week (or a month) and clearly mention customers left on the landing page. It will work great to reduce churn.
  • Test conversions. Does your audience (or a specific persona) respond better to urgency or scarcity or both? Find the winning combination with conversion optimization tests. Our free churn optimization framework has all the information you need. 

Mistakes to avoid

  • Using it too often. Is your software always on sale? Do you have a countdown timer that never ends? Use scarcity occasionally.
  • Not setting start and end dates for limited time offers. When creating a discount coupon or reducing the price of your software, always add a start and end date so it actually ends. If it doesn’t end, customers won’t take your urgency and scarcity seriously.

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> How to Use Urgency and Scarcity to Improve Conversions

> How to Use the 6 Principles of Persuasion to Create Landing Pages That Convert

> How Creating a Sense of Urgency Helped Me Increase Sales By 332%

> How to Use Urgency and Scarcity Principles to Increase eCommerce Sales

> How to Create Urgency in Marketing to Boost Your Conversions (17 Tips)

Research evidence

Worchel, Lee, and Adewole conducted an experiment to understand how people’s perception of value is influenced by scarcity. They found that scarcity increases the perceived value of a product. When an item is scarce, people perceive it to be more valuable.

<<<

Simply speaking, people love stuff that's scarce. Make your product harder to get improves overall engagement.

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May 8, 2019

Use Directional Cues

1. Acquisition  >  Use Directional Cues

Use directional cues to reduce SaaS churn

Providing visitors with necessary visual cues on your landing page is essential for conversions. Such cues guide visitors to the most crucial parts on your landing page so they can take the desired action.

● PERSUASION

Keap

Keap has used arrows exceptionally well to direct visitors to different features of their software. Visitors don’t feel lost and they stick with the arrows.

Basecamp

Basecamp has a tiny but noticeable arrow pointing to the signup form. The arrow is visible and visually pleasing because it has enough white space around it.

Lumosity

Lumosity uses interactive elements on their landing page as directional cues that keep visitors informed and hooked.

How to use the technique

  • Use visual cues to achieve your goals. This is critical. Hook visual cues to your landing page’s goal and direct visitors to the right path and help them reach the destination on the page. Not sure how to set goals for your landing pages, check out our free churn optimization framework.
  • Create an imaginary path on your landing page that visitors should follow to convert. Add visual cues on the path to direct visitors.
  • Use arrows as they're best at providing directional cues. Adding appropriate arrows will grab the visitor’s attention and will persuade them to convert.
  • Use human visual cues. This works best for reducing churn. An image of a real human pointing to the appropriate CTA, a person looking in the direction of the CTA, etc. are good examples.
  • White space makes a great directional cue because it grabs attention almost immediately. Any element having a lot of white space around it will catch visitor attention. Use it to reduce churn.
  • Heatmaps best explain how your visual cues are performing. It’d be best to use heatmaps (and other data) to measure the performance of visual cues. Our free churn optimization framework is here to help you get started immediately. 

Mistakes to avoid

  • Having multiple visual cues on a single landing page. A visual cue is used to direct visitors to follow an imaginary path. Having more than one path will make it messy. Stick with one goal per landing page rule to avoid this mistake.
  • Not focusing on conversions. Are directional cues pointing to the CTA? If not, you aren’t helping visitors.

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> A Digital Marketer’s Guide to Visual Cues

> How to Use Directional Cues to Optimize Landing Page Conversion

> Directional Cues

> Directional Cues: Design Tips That Get Visitors to Take Action

> How to Use Directional Cues to Optimize Landing Page Conversion

Research evidence

A study measured the trust factor of health websites and found that as much as 94% of all impressions are design-related. This means visitors don’t pay attention to the content rather they will look at the design to develop their ‘first impression’ of a website. Visual cues and elements were found to have the highest impact on a visitor’s perception of the credibility of a website.

94%

This is how much of the first website impressions are design-related. People mention visuals first! 

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Implement with our proven SaaS Churn Optimization Framework

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May 8, 2019

Use High-Quality Photos

1. Acquisition  >  Use High-Quality Photos

Use high-quality photos to reduce SaaS churn

High-quality photos are your best bet to persuade visitors to take action. Photos are catchy, noticeable, and trigger emotions. On the contrary, low-quality photos aren’t appreciated much and lead to a high churn rate.

● PERSUASION

Intuit

Intuit uses a high-quality large photo of a smiling woman on its landing page. They know real photos work and they're doing it tremendously.

Device_Magic

IDevice Magic increased the conversion rate by 31% after it replaced the video with images.

Highrise

Highrise tested different variations of its landing page. The one with a real human photo worked best. It boosted conversion rate by 102.5%.

How to use the technique

  • Photos should be consistent with buyer personas. Targeting females with a male photo isn’t a smart idea. Use our free churn optimization framework for actionable insights. 
  • Use photos above the fold. It is the most crucial part of your landing page so make sure you have a high-quality photo there for conversion optimization.
  • Use large images as they're known to convert at a better rate and reduce churn.
  • Use photos of real people. The face should be clear. The photo needs to be high-quality. Other images aren’t really effective on a landing page.
  • The photo should be clear. It should have a catchy background. It should be meaningful.
  • Test conversions with different images. Not all photos perform well. Some photos will force visitors to churn. Find the best-performing images by testing for conversions. This free guide has step-by-step instructions on how to do it.

Mistakes to avoid

  • Using stock photos. It doesn’t feel personalized and stock photos are used all over the internet. Make yourself unique. Refrain from using stock photos.
  • Not compressing images is a lethal mistake that reduces website load time. Use the right format (preferably .eps) and compress photos to reduce their size.
  • Using irrelevant photos. No matter how high-quality it is, but if your photo is irrelevant to the copy and offer, it won’t work. Keep it relevant.

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READ MORE ON THE TOPIC

> How to Use Images/Visuals to Boost Website Conversion Rate

> How Images Can Boost Your Conversion Rate

> 7 Tips to Boost Your Site’s Conversion Rate Using Images

> The Jaw Dropping Effect that Images Can Have on your Conversion Rates

Research evidence

A study by MIT found that 90% of the information transmitted to the human brain is visual while 10% contributes to all other senses. Photos are easier-to-process (60K times as compared to text) and the human brain has the capacity to recognize images in as low as 13 milliseconds.

90%

This is how much information our brain gets from visuals. That's why it simply doesn't make sense to try to engage people with text alone. 

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Implement with our proven SaaS Churn Optimization Framework

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May 8, 2019

Include Social Proof

1. Acquisition  >  Include Social Proof

Include social proof to reduce SaaS churn

It is a psychological phenomenon where people assume that actions taken by others are correct. Using social proof on your landing page(s) can significantly increase conversions.

● PERSUASION

Shopify

Shopify uses customer success stories as social proof to show their customers how their platform will help them do business.

Opesta

Opesta increased conversions by 7% after it added social proof on its landing page.

Sumo

Sumo mentiones its large number of active customers along with a few testimonials as a social proof.

How to use the technique

  • Ensure social proof is consistent with UVP. It should add ‘value’ to the UVP and should address the exact same benefits that your landing page is focused on. Use our free churn optimization framework to learn more. 
  • Use case studies as these are trusted by visitors because visitors get to know how your software will help them. Use actionable case studies to reduce churn.
  • Influencer recommendation is powerful social proof. Do use it.
  • Certifications and trust icons are also a form of social proof that increase conversion rate and bring back visitors who are about to churn.
  • Use multiple social proofs. After all, it is all about the individual vs. group. Make sure you never stop in collecting bits & pieces of customers feedback. 
  • Reviews and testimonials are the best forms of social proof. Let your existing customers do the marketing for your SaaS business.
  • Monitor and tweak to find the best social proof type for each buyer persona. We have crafted an awesome guide on testing and analysis, get it for free. 

Mistakes to avoid

  • Using social proof without a real photo. This type of social proof (even if it is real) will be perceived as fake. Use photos to make them credible.
  • Using irrelevant social proofs. For example, you’re targeting students and social proof comes from a lawyer. It won’t work. Link social proofs to buyer personas.

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READ MORE ON THE TOPIC

> Social Proof: Your Key to More Magnetic Marketing

> Social Proof: What It Is, Why It Works and How to Use It

> 29 Proven Ways to Use Social Proof to Increase Your Conversions (Updated)

Research evidence

Solomon Asch conducted an experiment to test the theory that people are likely to conform to the decision/choice of the majority. The experiment found that people follow social proof (1) to fit in the group and (2) because they feel others (majority/group) is better informed.

«...»

People follow social proof (1) to fit in the group and (2) because they feel others (majority/group) is better informed. Make sure you have something to show!

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May 8, 2019

Address Customer Motivation

1. Acquisition  >  Address Customer Motivation

Address customer motivation to reduce SaaS churn

Motivating users to convert and don’t churn needs a balanced approach (between price and benefits). When users are motivated, they're more likely to convert. Address motivation by highlighting your software’s UVP.

● PERSUASION

Sims

The Sims 3 converted from four CTAs (multiple means) to a single CTA (one mean) which resulted in an increase of 43% in conversions.

Highrise

Highrise increased its conversion rate by 37.5% after removing distractions from their landing page. The new landing page instructs users what they're supposed to do, making their life easier.

Daily_Burn

Daily Burn improved conversion rate by 20% after making its landing page simple and distraction-free. The new landing page had a single goal and users were motivated to click sign up.

How to use the technique

  • What motivates your audience? Have a clear understanding of what is the biggest motivation of different buyer personas. Do research. Conduct surveys and interviews. Our free churn optimization framework will guide you in the right direction.
  • Improve UX. Keep everything simple. Follow best user experience practices. The easier it is for them to achieve their goal, the better.
  • Highlight benefits on the landing page. The perceived value users’ drive from your software should be higher than the perceived cost. This will improve conversions and reduce churn in the long-run.
  • Clearly mention what they will receive and how they will receive it. A clear goal will keep them motivated throughout their goal attainment journey.
  • Reduce distractions. Don’t offer multiple paths to conversion. Clear CTAs with single output will boost conversion rate.
  • Not all buyers have the same motivation. You cannot motivate all of them with a single landing page. Use data, split tests, and research to understand what keeps them motivated. This free guide has best practices for A/B testing.

Mistakes to avoid

  • Offering multiple offers on a single landing page. When you offer visitors with different options to choose from, it results in friction which reduces visitor’s motivation to take action. Only a single offer should be pitched per landing page so visitors have a clear goal to follow.
  • Pitching software’s features. This is a big mistake. Users compare price with benefits, not features. Clearly mention the benefits that they will get from using your product.

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READ MORE ON THE TOPIC

> Improve your Marketing Collateral with a Proven Methodology

> Optimizing For Conversions: Motivation - Understanding Your Customers

> Using human motivation to assess website optimization

Research evidence

Huang and Zhang conducted research on how motivation is influenced by alternative means to achieve a goal throughout the goal pursuit. The findings revealed that multiple means to achieve a goal at initial stage increases motivation while towards the end of the process, a single mean keeps them motivated.

>1

At the initial buying stages provide more than one way to reach the goal. In the end of the funnel make the flow straightforward and remove distractions.

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May 8, 2019

Optimize Your Pricing Plans

1. Acquisition  >  Optimize Your Pricing Plans

Optimize your pricing plans to reduce SaaS churn

Adjusting your SaaS business’s pricing plans has a significant impact on sales, revenue, and churn. How to make your offer affordable for all types of customers should be your top priority.

●● INTUITIVENESS

Salesforce

Salesforce offers four different pricing plans and it has a recommended plan that makes selection easier.

Evolve

Evolve increased its revenue 40x by decreasing price by 75%.

Unbounce

Unbounce moved pricing plan CTA above the fold which increased conversions by 41%.

How to use the technique

  • Create a pricing strategy for your product. Link pricing strategy with buyer personas: How much your ideal customers can afford to pay for your software? Learn everything about conducting actionable research for your SaaS from our free churn optimization framework.
  • Keep pricing simple. If users can remember prices and plans, you’re on the right track. Don’t offer too many plans.
  • Highlight your best value or recommended plan. This helps buyers with decision-making and repeat buyers are least likely to churn if they get recommendations.
  • Limit pricing plans. It boosts conversions. Don’t offer too many plans and pricing strategies.
  • Allow customers to pay in their preferred currency. Most customers are afraid of conversion rates, so offering multiple currency options is a better option.
  • Offer a free trial. It reduces risk and lets customers explore your software before paying for it.
  • Don’t hesitate to decrease price. Reducing price doesn’t always mean a decrease in revenue. It increases sales, repeat sales, and reduces churn. Learn to explore more about variations and tests in our churn optimization framework.

Mistakes to avoid

  • Not increasing the price. Increase in price is a viable option especially if you have can justify it.
  • Hiding your price. It’s the worst mistake your SaaS company will make. Don’t hide pricing details. In fact, it stands out from the crowd.
  • Not having a plan. If you have a one-off price for your software without any upgrades (or premium plans), you won't have any repeat customers. It is best to create multiple plans (at least 2) for your software that you can then upsell in order to maximize LTV.

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We will reveal an EXACT framework we use to improve conversion & retention rates of our SaaS clients by at least 30%.

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READ MORE ON THE TOPIC

> State the Price to Give B2B Sites a Competitive Advantage

> 10 Principles of Effective Pricing Pages

> Pricing Experiments You Might Not Know, But Can Learn From

Research evidence

A study by NN/g found that potential buyers are interested in knowing the price of the product and it is their number one priority. It is the most critical information that visitors want to see on any website. Businesses that don’t reveal pricing details on their website aren’t liked by potential buyers.

$$$

Potential buyers are interested in knowing the price of the product. Provide them with this information!

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May 7, 2019

Optimize Your Forms

1. Acquisition  >  Optimize Your Forms

Optimize your forms to reduce SaaS churn

Forms are an essential part of every SaaS business. That’s how you generate leads (and sales). Creating a perfect form that will persuade visitors to fill it is desirable. Conversions and churn depend on various characteristics of the form.

●● INTUITIVENESS

Animoto

Animoto removed captcha from its sign up form which increased conversions by 16%.

Canva

Canva has a dead simple form with two fields. It only asks for a name and has a dropdown menu which means you can fill and submit this form in 10 seconds.

Expedia

Expedia removed the Company field from its form during A/B testing which resulted in a profit increase of $12 million in a year.

How to use the technique

  • Forms with 3 fields convert better and don’t add to churn because such a form is easy-to-fill and doesn’t require a lot of time. We have created a free churn optimization framework to help you with the necessary research for optimization.
  • Start forms with easier fields such as title, name, email, etc.
  • Use easy-to-understand and descriptive labels. Put labels above the field instead of putting them as placeholders inside the input box.
  • Smartly use radio buttons and dropdown menu. Radio buttons work best when choices are less than 5 and dropdown box if choices are more than 5.
  • Pre-select fields when possible. It makes it easier for users to fill the form. For instance, pre-select country based on users IP, using the postal address as billing address, etc.
  • Address fears by letting users know how you'll use the information and how you'll not use their information. For example, let users know you have a SPAM policy and add a link to it right under the CTA button.
  • Clearly describe error messages and provide feedback that helps them solve the errors. Highlight error fields so users can identify them and take necessary action based on the feedback.
  • Remove captchas from your forms as they reduce form submission rate by 30%.
  • Use multi-step forms if you have to ask several questions. Multi-step forms with guidance on what happens next is a perfect combination.
  • Reduce the number of selection boxes and text areas to improve conversion rate and reduce churn.
  • Use a descriptive CTA. It is best to clearly describe the benefit of filling the form to the users via CTA.
  • Place form above the fold. This is a perfect spot for a form where it will get all the due attention.
  • Optimize forms for conversions and churn by testing different variations on different landing pages. Don’t miss our churn optimization framework tailored specifically for SaaS companies

Mistakes to avoid

  • Assuming short forms will always outperform long forms. It depends on the purpose of the form as well as the target audience. Again, test variations and see what works.
  • Not using conditional logic to make forms easier to fill. Not all users need to fill all the fields. When a user doesn’t have to fill a field, hide it.

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READ MORE ON THE TOPIC

> 14 Steps to Building Sign-up Forms That Convert

> Optimizing Mobile Forms for More Conversions—and a Competitive Advantage

Research evidence

Dan Zarrella analyzed 40,000 forms on different landing pages and found that form conversion rate depends on the number of fields, text fields, number of text areas, and number of select boxes.

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Form conversion rate depends on the number of fields, text fields, text areas, and select boxes.

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May 7, 2019

Optimize Your Typography

1. Acquisition  >  Optimize Your Typography

Optimize your typography to reduce SaaS churn

It's essential to ensure your typography follows best-practices for readability to make it easy to perceive. Right font style and size will improve overall user experience and reduce churn in the long run.

●● INTUITIVENESS

Numara_Software

Numara Software changed its font size and increased line spacing. This reduced bounce rate by 10%, exit rate by 19%, increased page per visit by 24%, and the conversion rate was increased up to 133%.

Trello

Trello has perfect typography that is easy-to-read and is consistent with their brand and logo.

WhoAcceptsAmex

WhoAcceptsAmex increased its external clicks (32%) by identifying the most suitable font size.

How to use the technique

  • Decide with the typography of your website based on buyer personas. Conduct research. Ask your ideal customers what font they prefer. Our churn optimization framework has step-by-step instructions on how to conduct research.
  • Choose a typeface consistent with your brand. Use one or maybe two typefaces throughout your website. You don’t want to confuse visitors when they visit your website next time with a different typeface.
  • Use standard fonts. Your best bet is to use Google Web Fonts. Standard fonts are familiar which makes reading easier.
  • Font size and line height are the two vertical dimensions of typography that should be taken care of and should be consistent throughout the landing page. Recommended font size is 16 pixels and line height should be 1.5.
  • Line width is the horizontal dimension that needs your attention. Keep the line width suitable enough to improve readership and comprehension. Readers prefer short line width 8 to 10 words or 40 to 60 characters long.
  • Test different variations. Optimizing typography is only possible with A/B testing. Run tests and see how typography impacts churn, conversion rate, readership, and interest. This guide will help you perform split tests with ease.

Mistakes to avoid

  • Not taking typography seriously. This is a lethal mistake. A small typographical change can have a notable impact on conversions. Don’t ignore its importance.
  • Relying on best practices. While it’s good to follow best practices, don’t rely solely on other people’s experiences. Figure out what works for your target audience with continous testing and move from there.

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READ MORE ON THE TOPIC

> Secret Symphony: The Ultimate Guide to Readable Web Typography

> The Effect of Typography on User Experience & Conversions

> 9 Key Steps to Improve Website Readability

> Are Some Fonts More Believable Than Others?

> Readability: the Optimal Line Length

> Which Are More Legible: Serif or Sans Serif Typefaces?

Research evidence

Errol Morris conducted an experiment to measure if a typeface has any impact on the credibility of the written text. The results revealed that people respond to typefaces differently. Some fonts had a high degree of acceptance while others had a high degree of disagreement.

!?!

According to the research, some fonts are responsible for the high degree of acceptance while others cause disagreement

Related techniques SEE ALL THE TECHNIQUES >

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