by Brian Massey
“I want the design to pop!”
“I want my site’s design to be groundbreaking like nothing else out there!”
“Let’s turn it up a notch on the design.”
“I want the site’s design to reflect the high value of our product.”
In and of themselves, none of the above statements are unworthy pursuits.
But if your goal is to increase conversion and fill your coffers to the brim, you will fall woefully short if you believe that web design alone can do the heavy lifting of convincing your visitors to take action.
So my lesson is this. Beautiful, eye-popping design and effective, profitable web design are two different things. And it always seems easier to mistake those eye-popping designs for profitable ones.