Does good readability and design significantly impact conversion rates?

[boatBurner]

Attractive web design vs. functional web design vs. optimized-for-marketing design is an argument that could go on for a while, and has varying dependents.

With the latest design principles focusing much more on usability and readability, should businesses pay it any attention? We've all seen a poorly designed web site do incredibly well for one reason or another (in Craigslist's case, it was functional). But when is it time to start considering a redesign? And where would you draw the line between an effective redesign and a diminishing return?

The argument came up between a friend and I.

Like him, I believe talented artists are fundamentally poor business people, and am skeptical to "new design principles". But in the technologically savvy design and development industries, I think designers are bred with efficiency in mind, a trait critical for business.

My friend is a no-nonsense, no fluff kind of guy. While he agrees that 18px font / 24px line height does in fact offer more readability, he is unconvinced that such design principles offer any real value or significant increase in conversion rates. That is one example of our difference in perspectives.

I was curious what the community thought? If consumers can't differentiate packaging from product, then how much consideration should the design of our web sites be given?

 

[Garrett]

Sure, it matters somewhat (people need to be able to read the thing)... but copy and offer are all that matters.

Once upon a time I was riding on the top of a Fifth Avenue bus, when I heard a mythical housewife say to another, "Molly, my dear, I would have bought that new brand of toilet soap if only they hadn’t set the body copy in ten point Garamond."

In the case of a "free service" type of website, functionality and trust are all that matter IMO

 

[dandylion]

I think it highly depends on the niche. Certain niches attract a certain customer base. If the design is appealing or niche specific then the product will have more "credibility" in the customers eyes.

For example, video game based products are often slick, shiny and futuristic looking (at least most games). While for a product that targets people in their 50's and up, the website with plain background and larger font will probably convert better. I also think you have to take inconsideration the type of hardware/software (people still use old as fuck IE versions) the customer base has. All the well designed graphics will look broken or take too long to load on a piece of shit netbook from 1990's and actually reduce the conversion.

So while 18px font / 24px line height might offer more readability, it probably won't increase your sales for WoW subscription signups. But it might help sell "Computers for Dummies".

In other words, the design is crucial. You just have to design it for the right audience.

 

[Shack]

Just design for the right audience. Get a noob indian for landing pages that will target people in their 40's and up and a crappy product. Get a designer for an app/or anything else that must look corporate/trustful/professional.

Some articles to read:
Ugly Blogs Convert Better
Why Ugly Converts Better

Another thing I noticed from past clients: idiots and morons have bad taste/aesthetics. So if your audience is full of these kind of people => design accordingly.

 

[Uptime]

Be careful of indiscriminate dumming down a site for "older" people. Depending on the product or service they may not be as unsophisticated as you think. I know a few that are in their 60's and 70's that were using Radio Shack TSR-80's in their business before most people knew what a personal computer was. Had the first cell phones when many still probably had rotary dials on the home phones. High speed internet in home and office when some were dial up and the majority had no isp period.

Some of these "old folks" will probably have the flexible screen while many think it's still science fiction.

I agree across the board you may have to make design / UI decisions for the broad groups. However depending on what your product is you could also lose many with the keep it big and plain so they can understand it approach. If your site appears too rest home friendly you've lost them. Some were on the bleeding edge of technology before we were born or Lego's made up the biggest part of our day.

 

[natmicon]

As already mentioned, I like keeping my audience in mind when it comes down to design. Some websites are more flashy than others, but the fact is that good design never excludes functionality. Fortunately, modern "best practices" for web design are focusing more and more on function over form so that responsive designs can work well and offer a good experience over many devices.

The one aspect of design that has shown the best returns for me has been a focus on readable typography. I find that many designers have an excellent grasp on overall web design but have no idea how to handle the text on a page.

 

[HiGhPeR]

Test.

 

[CCarter]

Design and readability depends on your audience. Craigslisters have a certain mentality, cheap, versus Bentley drives, quality. Design and readability needs to cater to both. If a craigslister went to a bentley style website, they would be put off, since they won't think it's cheap enough. If a Bentley driver went to a craigslist style dealer website, they'd be put off since they would not think it represents quality.

 

[boatBurner]

For the sake of narrowing this conversation down to specifics, the audience in question is the type that would respond to a web design and internet marketing company's web site.

Obviously, that is still a very broad audience. Some design shops use strictly flash and have an impressive portfolio to carry them, while other multi-million dollar marketing agencies use filler content for SEO, and continue to crush it.

I would prefer that the majority of our design elements cater to converting the inbound visitor who is following up from a face-to-face meet. That means they are going to have some idea of what we do, therefore the key content would be about our credibility, work examples, and specifically what we can do for them.

On the other hand, the web site has earned some ranking (#10-11 SERP) for relevant terms. I imagine that many of the inbound leads coming from organic traffic also know what they are looking for, having searched the term. We have snagged a few solid contracts this way.

But still, between small business owners who don't know the internet very well to design and development shops fielding out potential partners, there is a juggling act to be done.

What are some good Wordpress split test options available?