White type on a black background is 10 times harder to read than the usual black type on white.

Recently this issue of reverse type reared its head in a presentation I was doing for Perth online business owners at Smarter Digital Roadmaps for Retailers.

Some were unaware of the concept and its consequences and quizzed me further on it.

I’ve dealt with it before in this post Conversion Rate Optimisation Tip #5 - Don’t Use Reverse Type

But just recently US based firm Marketing Experiments did a test which proved yet again that reverse type is inferior when it comes to generating conversions and sales.

Black vs white copy

The result was over a 10% increase in lead generation.


You can see the full presentation from Marketing Experiments below

As I keep saying, many sales organisations would be ecstatic with a 10% lift, yet online we continually ignore easy and fundamental changes that can produce these sort of results.

In this case, just changing the text and background colour.

Get a Permanent Lift in Leads and Conversions

Plus, the increase in leads is permanent and perpetual. That is, you don’t have to keep spending money every month to maintain it as you do with other online marketing campaigns.

View the Presentation

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