said 1 year, 5 months ago:
A similar question: what makes a rectangle bigger: its width or its height?
They’re both important, but perhaps in certain industries look becomes more important. I once worked w/a plastic surgeon who was unwilling to spend money on a redesign, even though his site was ugly, by anyone’s definition.
Although we were able to increase traffic dramatically, his conversion rate hovered at nil.
When people are going to hire a professional to perform optional, un-covered surgery to make them look beautiful, they need to see a beautiful website.
Michael Levine writes about a similar idea of the “Tiffany Box.” Everything increases in value when placed in a Tiffany box. If you have a poor looking website, it can definitely hurt your conversion rates, especially if you’re in certain verticals.