Test, test, test, and then keep testing. Leverage A/B testing to make your site more appealing to...

Test, test, test, and then keep testing. Leverage A/B testing to make your site more appealing to...Test, test, test, and then keep testing. Leverage A/B testing to make your site more appealing to...

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John Gordon

• Oct 20

Test, test, test, and then keep testing. Leverage A/B testing to make your site more appealing to your users. The site I'm working on is a healthcare site catering to older users. I set up a test increasing default font size sitewide to see if there was an improvement in conversions and engagement.

Overall engagement increased 13%, simply from increasing font size from 16px to 20px. KPIs saw improvements ranging from 6% to 10%, with one high value KPI increasing by almost 60%.

The font increase also has the added benefit of making accessibility requirements easier to meet, as font color and background color won't need as high of a contrast ratio with larger fonts.

I'd recommend larger fonts for any site with an older audience, or at the very least designing your site to account for users who may have their browsers zoomed in.