When creating an unordered list in a computer program, it usually looks something like this:
The dot could be replaced by ‘-’ but that’s usually where the variantions end.
To make it fit the designs better you’ll see different variations on websites, but simply “making it look better” is not always the (single) intention. We’ve done A/B tests that show that (green) ticks (compared to just a · or a - ) will actually increase the likelyhood of you buying whatever is being advertised. It’s actually one of the most consistent tests that will result in a small (but statistically significant) uplift.
The theory here is that we are trained to see ticks as ‘good’. Remember your homework and how your teacher marked it’s sections as being correct..?
The green doesn’t have a mayor effect, but it’s usually better than using a negative color like red (again from your homework).
In rapid changing online environments, continues business experimentation is a great way of constantly learning what works and what doesn’t. But then the question might arise: how far do you go? What do you test? And is it sometimes ok NOT to test something?