The great people over at Which Test Won gave us more a/b testing to noodle on, a FONT test! Can you believe it? We love this stuff.
So, this content management software company Hyland uses Marketo and tested a font in an email. It was 12 point Arial vs. 14 point Calibri. It was a simple tex-based only email to their house list offering a datasheet to learn more about their system and it contained one link.
Which do you think won?
Version B won increasing clicks by 70.7% at a 99% confidence level! Even though it’s a Microsoft font we’ll give it props.
Have you done any testing like this?
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Wow, I would have guessed the opposite! Calibri screams, “I’m too lazy to switch from the default” to me.