It must have been a mystery for some brand owners why their website visitors aren't turning into customers. Probably, they have thought that there’s something wrong with the website’s layout or the intricately positioned call-to-action box. In its simplest form, conversation rate optimization (CRO) is finding out why these visitors aren't turning into long-term customers. Nonetheless, there is more to discover. It is beyond the borders of the site’s aesthetics. The ugly truth is this: the uglier and annoying your landing page is, the more it outperforms the aesthetically designed page, which leads to higher conversion.
UGLY DESIGNS WORK BETTER
Most companies would hire key people to help them build their online business – a web designer, developer, SEO specialist, copywriter, etc. These companies are willing to shell out their money for a creative and beautifully designed website, especially a well-structured landing page to disguise affiliate links or lead them to click that call-to-action button.
But unfortunately, the ugly truth is that no matter how beautifully and intricately designed their pages or banners are, ugly designs work better. The concept of banner blindness is real, but most web designers ignore this phenomenon.
UGLY DESIGNS YIELD HIGHER CONVERSATION RATES
Contrary to what other web designers say in terms of the right elements, structures, and aesthetics, ugly designs or banners designed by non-professionals yield higher conversation rates. If you are after the click through volume, ugly designs such as distorted colors, skewed graphics, and annoying flashy banners are highly recommended.
UGLY ADS LOOK LESS LIKE AN AD
Ugly ads on landing pages with cluttered titles and skewed images leave a personal interaction. You must never forget that there are many first-time Internet users who are still afraid to explore the cyberspace. They would likely trust something that was done in its simplicity than sheer profit.
Unexpected designs are less likely to portray as an advertisement. They look less like ads and more of classified ads, which is considered more personal. Large companies mainly run ads. Do you think a web visitor who obviously knows that it is an affiliate link will click the banner?
Nonetheless, now that you know the ugly truth about the landing page, it’s still best to test both the ugly and pretty designs and see what will work for you. The only way to find your highest converting page is to keep testing different variations. That is the only way to find out what works best. A lot of creative minds will generate you different versions to choose for testing.
Do you have any examples of ugly pages that worked better than pretty pages?