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1. Blue (#000080) is winning over black by a small margin on all three sites. I hadnt expected that. I use dark blue just because I like it and the large study showed that any dark color was fine as long as it wasnt red. Green just never appealed to me and I wanted some color in my sales letter, so Ive been going with that dark blue. Because darkness was important in the large study, I expected black to win over blue. Its a nice result to see that Im not doing the 2nd place thing in this case. 2. Serif fonts (Times New Roman in the tests) are winning over sans-serif fonts (Arial in the tests). That makes no sense to me. Everyone knows that headlines should be sans-serif and regular text should be serif; right? Thats just basic typography info. In fact, I think sans-serif fonts were specifically created for headlines. Well; it appears that isnt the case for sales copy. Times New Roman is winning over Ariel in number of conversions in three different split tests. 3. Ive been using size 6 fonts for headlines. Its a fairly large size and it just feels right. Size 7 is just too large. Not so say the split test results. Size 7 has an average of 24% more conversions than size 6 in the split tests Ive been performing. Ill eventually do a real study on a few thousand profitable and unprofitable sites and have a conclusive answer to all three of the above questions. I thought you might find the results interesting as I did though, so there you go for what its worth. |
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