How “Direct Response Design” Doubles or Halves Conversion
Posted 05-24-2010 at 08:59 PM by Kezz
Tags copywriting, design, direct response, sales letter
Anybody who operates in the direct response game knows that copy matters. Good copy can and often is the difference between a .01% conversion rate and a 10% conversion rate.
But one aspect of direct response that gets overlooked or dismissed time and time again is design, and just as with copy, design can also be the difference between a .01% conversion rate and a 10% conversion rate.
Yes, copy is critical. Absolutely. You’ll get no argument from me there, not for one moment.
However design is also critical if you have any interest at all in making as many sales as possible of your product, and I’m guessing you do.
Please, don’t try to tell me that visual presentation does not matter to people. Of course it does. We all know that a human being’s first impulse is to judge a book by its cover no matter how hard we try not to
Let me ask you a couple of questions and we’ll see then if you agree with me.
Which of these two computer stores would you consider buying from?
Apple Store
Mumbai Computer Store
It’s a pretty clear choice, right?
Now for all you know, these vendors could be offering the exact same thing and could be about to launch into the exact same sales pitch. But on visuals alone you’ve already made a decision who can be trusted and who can’t.
So on that note, tell me which of these two sales websites would you be more interested in buying from?
George's
Yvette's
It’s pretty obvious when you look at the two extremes of visual presentation side by side, isn’t it?
So, do you think graphics and presentation make a difference in conversion on sales websites?
Let me give you a hint. Out of George and Yvette, one of them is a 19 year old millionaire. I’ll leave it to you to guess which one.
Despite this fairly obvious reality I’ve still heard people saying they’ve elected to present pure text only sales letters as when they’ve included images their conversions have dropped.
My question to people who have had this result is, “Did you use George or Yvette style images?”
There is one thing that is crucial to understand when it comes to the visual presentation of your sales page:
Just as is the case with compelling sales copy, it has to be done in the right way if you want to increase conversions not decrease them.
Saying design doesn’t matter in a sales page is like saying copy doesn’t matter.
This is in fact a misinterpretation of the split test results various people have experienced.
When copy is tested and found wanting you don’t decide that the problem is you have words on your page and they all need to go.
No, it tells you that you don’t yet have the right words and you need to find better ones.
The same is true with direct response design. If your graphics and presentation style aren’t yet working, it means you need to find a better way.
In fact, if you do a web search right now for “direct response design” you will find that every single well known provider in this field boasts conversion improvements through implementation of their design alone.
Here’s an example.
Watch this video of real stats demonstrating a conversion lift of 30.5% solely by implementing a professional direct response design created by well known provider Design Guru Ryan.
Click here to watch the video.
Not only does direct response design matter, if you are not getting a highly skilled provider to create your minisite along with your highly skilled copywriter you are letting masses of sales slip right by you.
Your sales page design is your first impression, and that impression is made before anyone even gets the chance to read your headline.
This makes it absolutely crucial.
The bottom line is: Direct response design effects your bottom line, whether you are paying attention to it or not.
Make your sales page design an asset to your business and you’ll reap the conversion boosting rewards.
Join me at my blog: http://www.kezzbracey.com/
But one aspect of direct response that gets overlooked or dismissed time and time again is design, and just as with copy, design can also be the difference between a .01% conversion rate and a 10% conversion rate.
Yes, copy is critical. Absolutely. You’ll get no argument from me there, not for one moment.
However design is also critical if you have any interest at all in making as many sales as possible of your product, and I’m guessing you do.
Please, don’t try to tell me that visual presentation does not matter to people. Of course it does. We all know that a human being’s first impulse is to judge a book by its cover no matter how hard we try not to
Let me ask you a couple of questions and we’ll see then if you agree with me.
Which of these two computer stores would you consider buying from?
Apple Store
Mumbai Computer Store
It’s a pretty clear choice, right?
Now for all you know, these vendors could be offering the exact same thing and could be about to launch into the exact same sales pitch. But on visuals alone you’ve already made a decision who can be trusted and who can’t.
So on that note, tell me which of these two sales websites would you be more interested in buying from?
George's
Yvette's
It’s pretty obvious when you look at the two extremes of visual presentation side by side, isn’t it?
So, do you think graphics and presentation make a difference in conversion on sales websites?
Let me give you a hint. Out of George and Yvette, one of them is a 19 year old millionaire. I’ll leave it to you to guess which one.
Despite this fairly obvious reality I’ve still heard people saying they’ve elected to present pure text only sales letters as when they’ve included images their conversions have dropped.
My question to people who have had this result is, “Did you use George or Yvette style images?”
There is one thing that is crucial to understand when it comes to the visual presentation of your sales page:
The difference between direct response design and any old design is equivalent to the difference between direct response copywriting and any old writing.
Just as is the case with compelling sales copy, it has to be done in the right way if you want to increase conversions not decrease them.
Saying design doesn’t matter in a sales page is like saying copy doesn’t matter.
This is in fact a misinterpretation of the split test results various people have experienced.
When copy is tested and found wanting you don’t decide that the problem is you have words on your page and they all need to go.
No, it tells you that you don’t yet have the right words and you need to find better ones.
The same is true with direct response design. If your graphics and presentation style aren’t yet working, it means you need to find a better way.
In fact, if you do a web search right now for “direct response design” you will find that every single well known provider in this field boasts conversion improvements through implementation of their design alone.
Here’s an example.
Watch this video of real stats demonstrating a conversion lift of 30.5% solely by implementing a professional direct response design created by well known provider Design Guru Ryan.
Click here to watch the video.
Not only does direct response design matter, if you are not getting a highly skilled provider to create your minisite along with your highly skilled copywriter you are letting masses of sales slip right by you.
Your sales page design is your first impression, and that impression is made before anyone even gets the chance to read your headline.
This makes it absolutely crucial.
The bottom line is: Direct response design effects your bottom line, whether you are paying attention to it or not.
Make your sales page design an asset to your business and you’ll reap the conversion boosting rewards.
Join me at my blog: http://www.kezzbracey.com/
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