Example, Match.com tested email creative with a happy couple smiling in the corner versus just big text and a giant Go button. When asked which worked better, most of us in the audience voted for the happy couple to win. They didn't."The creative that to my mind is a lot less pretty often does better," noted Joanne Casley of Reuters on her landing page tests. Big, short, bold text, especially with bullet points, won in her tests over slicker creative.In Hoover's tests, also revealed at the Summit, online registration pages with fewer words in larger typeface pulled significantly harder.
Big and bold is better than pretty.