A systematic study of the relationship between the molecular structure of a series of thiol end-capped oligo-phenylenevinylenes (OPVs) and the coherent electronic transmission at the single molecule level was measured by scanning tunneling microscopy (STM). This reveals a significant change in the electronic transparency of various OPV derivatives due to the insertion of a methylene spacer group or due to nitro group substitution. Apparently, changes in the conjugation path through the central benzene ring from para to meta substitution does not have a profound effect on the electronic transparency of the molecules.