Erin, for what it's worth to you, I try to track our clients signage "Return on Investment" and can tell you that the biggest response/satisfaction comes from those that utilize their window space to it's fullest with a full colour window wrap. Simple text and big images that grab attention to their business. Window Perf is my best friend in this regard.
The worst performers are the clients that are "on a budget" and go with cut vinyl lettering. That type of client also tends to want a ton of lettering on their windows, like your 4th example. With so much lettering, the message just gets lost.
The job of the signage is to grab attention and get people through the door, and nothing beats well designed, full colour window wraps.