Soon, Ill do a large study on headlines using a list of profitable and unprofitable sites. However, I have been running some split tests and have seen some interesting results in the last week or so. The sample size is small (3 sites), but all three split tests agreed on the following factors:
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...
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