Results: Which Font Won For Increasing Email Conversions?

Email typed in 14-point Calibri font

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Email typed in 12-point Arial font

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Which Font Won For Increasing Email Conversions?

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Difference Between Versions:

Version A – Email typed in 14-point Calibri font
Version B – Exact same message, typed in 12-point Arial font


Key Performance Indicator (KPI): 

Clicks on link within email message


Test Goal:

Increase customers finding out more about the product

 

Traffic Source:

In-house prospect list from names gathered at tradeshows and webinars

 

Audience: 

 

Organization: 

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WINNING VERSION

A

Poll Results - The Best Guesses:

Which Font Won For Increasing Email Conversions?

  • Version A
  • Version B
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Test Details & Background:

The enterprise content management software company, OnBase by Hyland conducted this fontastic study in-house.

Despite differing point sizes, Arial 12-point and Calibri 14-point font are similar typefaces, in terms of vertical height.

However, Arial is a tighter typeface. It has a closer kerning, meaning it takes up less horizontal space than Calibri. Because Arial is tighter, more words appear on a single line.

For web optimizers trying to get copy above the fold, tighter spacing may be beneficial. However, the downside is Arial has less white space than Calibri.

White space is the empty, or blank, space surrounding elements on page. It separates letters within words, text from paragraphs, or pictures from text. White space is essential for creating clear, readable, visually attractive documents.

White space draws attention.

And, it makes reading a document easier on the eyes.

With this insight, the testing team wanted to determine if more leads would click the email link if the email text was typeset in Arial, or Calibri font.

All copy was the same; however the Calibri typeface naturally included more white space, making the document appear longer.


Hypothesis:

The team speculated one typeface would outperform, increasing clicks on the link within the email, but they weren’t sure which version would win. So, decided to test.


 

Poll Results - The Best Guesses:

Which Font Won For Increasing Email Conversions?

  • Version A
  • Version B
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COMMENTS: Tell Us Your Thoughts.

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Deborah OAmritMelvin Pasternak Recent comment authors
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Melvin Pasternak
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Melvin Pasternak

Very interesting analysis–definitely applicable to teaching white space in business writing. Kerning is a new term for me. Yes, white space attracts attention!

Amrit
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Amrit

I may be missing something here, but this doesn’t seem like a “fair” test due to the different point sizes. Arial and Calibri would each need to be tested at 12pt and 14pt to understand which performed the best. At the moment, it can’t be certain if it was the change in point size that made the difference or the change in font type.

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