Design vs conversions - finding the right balance

Recently I've been working more and more on conversion optimisation, and the impending launch of a new website has made it clear to me that the best design is not always best for conversions and lead generation.

As I don't want to upset any web designers here, please let me explain what I mean in more detail.

No conversions = no business

For most businesses, conversions on a website mean revenue, hence the importance of always trying to optimise your pages. Conversion rate optimisation, through A/B or MVT tests, will help you achieve better conversion rates and assess which calls to action work best with your customers.

Beware of assumptions

While working on a website relaunch in the past few months, I made a lot of assumptions as to what would/should convert and how to use the real estate on the web pages. I've got to admit that original results where not as good as I expected.

I had made the classic mistake of thinking that the most attractive design would always convert better. As it turns out, and as proven by CRO, sometimes a more subtle approach with less visible buttons for example can have a dramatic impact on conversions.


Design still matters

Now don't get me wrong, what I'm saying here is not that design is not important. It is obviously crucial for a business to have a nicely designed site that will appeal to its core customer target.
However, decisions on conversion elements of a page such as calls to action or buttons should not be made on look and feel only.

The right conversion / design balance

The trick here is to make sure that your site not only looks nice but also converts. It is all about finding the right balance between good design and conversions, and this can only be achieved if the teams working on the site work together: design and marketing working in harmony and testing for conversions on an ongoing basis.

So next time you review your site, think of design and conversions as 2  things working together as opposed to one element leading the other.
If your design is good and has been optimised for conversions, then your whole business will benefit.