While you can not tell with certainty why visitors leave your site without returning, you need to ensure that poor font is not one of the reasons why they leave. Here are some of the things that you need to take into account when selecting the right font for your website.
i. Will the font you choose to work with display in most computers?
You need to be aware that some computers are never capable of displaying some fonts hence you should ensure that you use fonts that are present in most computers. Consider using fonts like Ariel, Georgia or Veranda.
ii. Is your font passing the right message across?
Incase you haven’t noticed, the type of font you use can supplement or take away the character of your site as well as the message that you are trying to pass across. If your website is dedicated to children then be sure to use fonts that are children friendly
iii. Is it legible?
Text will never be of any value if no one can read it. Be sure to take into account the serif, size and color of the fonts that you are using in your website.
iv. Does your font vary evenly or too much?
It is good to have some variety in fonts between headings and sub headings as well as the general body. However, having too much variety is never wise at all. Consider using different fonts while making the difference the font sizes subtle.
v. Does your font selection match your target audience?
You should always keep your end user in mind for everything you do on your website. The same should apply to fonts as well. Think about font type, colors and styles that you want your target demography to see. Trial and error might see you through this.
vi. Does the font you opt for make your site look presentable?
The font type you settle on should always complement the overall look and feel of your website. Fonts serve several functional purposes and they should be aesthetically pleasing as well.
Finally, whatever you do, never use Comic Sans on your website, it is purely bad business.