Having trouble with conversions? Try Ugly....

David Snape · 19th Sep 2014, 10:54 AM

I thought I would share something that appears to be true (at least for me)

Ugly pages convert better than lovely pages.

I first noticed this on a book promotion I was doing. I had a plain Jane graphic (even sort of unrelated to the content - just generic) on an opt in page for those interested in hearing when my book came out.

My graphic designer made a fancy and nice design that was very much related to the optin purpose. - Conversions fell to almost nothing.

I was shocked.

I've since noticed that ugly seems to do better than pretty on more than one occasion.

What do you think? Any thoughts or experiences to share?

DrewIM · 19th Sep 2014, 11:30 AM

Originally Posted by David Snape

I thought I would share something that appears to be true (at least for me)

Ugly pages convert better than lovely pages.

I first noticed this on a book promotion I was doing. I had a plain Jane graphic (even sort of unrelated to the content - just generic) on an opt in page for those interested in hearing when my book came out.

My graphic designer made a fancy and nice design that was very much related to the optin purpose. - Conversions fell to almost nothing.

I was shocked.

I've since noticed that ugly seems to do better than pretty on more than one occasion.

What do you think? Any thoughts or experiences to share?

It depends on what your designer thinks "good design" is.

A lot of designers are more focused on making the page look nice with fancy graphics instead of focusing on a design that actually converts.

Design can cloud your message and confuse your prospects if not done well.

It's hard to say without seeing the different versions, but the "ugly" version most-likely worked better because the message was simple and to the point.

Especially for an email lead page, simple is always better. You need to sell people in about 3-5 seconds or they're gone. It's more an impulse thing

David Snape · 19th Sep 2014, 11:33 AM

Thanks @DrewIM - that makes sense.

NathanO · 19th Sep 2014, 02:26 PM

Have to agree with Drew. Sometimes simple sells better than something fancy and filed up with too much info.

David Snape · 19th Sep 2014, 02:30 PM

Originally Posted by NathanO

Have to agree with Drew. Sometimes simple sells better than something fancy and filed up with too much info.

Good point, maybe I have 'simple' confused with 'ugly'.

grafx77 · 22nd Sep 2014, 06:45 PM

I agree with all sentiments above. It's hard to make any true judgements without examples of the two pages, however, ugly does not always mean better conversions. It really depends on the layout structure of your LP and if the design/graphics are helping to make a clear point or simply a distraction. If it's the latter, then yes, pretty LPs can sometimes impede the conversion process.

The main reason, I have found within my own campaigns, that more simple LPs tend to work is because they define the product better without clutter/distractions, yet if you take remarkable headline and add a few elements to help emphasize the key points, then you will end up with a much more professional looking page with better conversions.

Example Headline: "Generate $100 Per Day - Uncover the Shocking <course niche> Tactic Experts Use to <insert benefit here>"

Example Headline2: Same Headline above with red arrows pointing to the headline, 2 highlight graphics outlining the "$100 per Day" and the <benefit>. Maybe even take it a step further and include a faded graphic in the background, slight drop shadow on the text, and a white outline.

As you can imagine, example 2 will almost always convert higher as the graphics boost the message and DO NOT impede it.

David Snape · 22nd Sep 2014, 06:49 PM

Originally Posted by grafx77

I agree with all sentiments above. It's hard to make any true judgements without examples of the two pages, however, ugly does not always mean better conversions. It really depends on the layout structure of your LP and if the design/graphics are helping to make a clear point or simply a distraction. If it's the latter, then yes, pretty LPs can sometimes impede the conversion process.

The main reason, I have found within my own campaigns, that more simple LPs tend to work is because they define the product better without clutter/distractions, yet if you take remarkable headline and add a few elements to help emphasize the key points, then you will end up with a much more professional looking page with better conversions.

Example Headline: "Generate $100 Per Day - Uncover the Shocking <course niche> Tactic Experts Use to <insert benefit here>"

Example Headline2: Same Headline above with red arrows pointing to the headline, 2 highlight graphics outlining the "$100 per Day" and the <benefit>. Maybe even take it a step further and include a faded graphic in the background, slight drop shadow on the text, and a white outline.

As you can imagine, example 2 will almost always convert higher as the graphics boost the message and DO NOT impede it.

definitely things worth thinking about. This is very timely for me as I try to understand one of my own landing pages right now.

royalbiz239 · 22nd Sep 2014, 06:52 PM

I find that a plain white landing page with your opt-in box in the middle and your headline has a very high conversion rate as there's really nothing to distract your potential lead from give you their email

David Snape · 22nd Sep 2014, 08:08 PM

Originally Posted by royalbiz239

I find that a plain white landing page with your opt-in box in the middle and your headline has a very high conversion rate as there's really nothing to distract your potential lead from give you their email

interesting, that would be a lot easier to do than a lot of people make it sound. thanks for sharing that.

grafx77 · 23rd Sep 2014, 12:23 AM

Originally Posted by David Snape

interesting, that would be a lot easier to do than a lot of people make it sound. thanks for sharing that.

Test it out David. Easier doesn't necessarily mean better.

Beergut · 23rd Sep 2014, 04:45 AM

Not totally surprising...just goes to show that you can not assume. You must test everything! Results will vary.

sanggano_boy · 23rd Sep 2014, 06:52 AM

I definitely agree, based on my experience

dariusdarius · 4th Oct 2014, 02:35 AM

What is your actual optin rate?

There is a difference between optin rate and subscribers. One thing you should do, is add a thank you page after the user submits his details. So instead of sending him/her to the download after they input their details, you send them to a subscription confirmation page ( show how the confirmation message looks like, add possibility to login to their email from your thank you page. After they confirm subscription, the first follow up should be the download link.

Hope this helps a bit,

Darius

David Snape · 4th Oct 2014, 03:12 AM

Originally Posted by grafx77

Test it out David. Easier doesn't necessarily mean better.

YES! that's true EVERYTHING is subject to testing

David Snape · 4th Oct 2014, 03:15 AM

Originally Posted by dariusdarius

What is your actual optin rate?

There is a difference between optin rate and subscribers. One thing you should do, is add a thank you page after the user submits his details. So instead of sending him/her to the download after they input their details, you send them to a subscription confirmation page ( show how the confirmation message looks like, add possibility to login to their email from your thank you page. After they confirm subscription, the first follow up should be the download link.

Hope this helps a bit,

Darius

good idea - thank you for sharing it.

David Snape · 4th Oct 2014, 03:16 AM

Originally Posted by Beergut

Not totally surprising...just goes to show that you can not assume. You must test everything! Results will vary.

That appears to be the truth. I recently spent too much to switch shopping carts. I found the new shopping cart did not seem to convert as well as the old, uglier one.

19th Sep 2014, 10:54 AM	#1
David Snape Davd War Room Member Join Date: 2008 Location: USA Posts: 121 Thanks: 2 Thanked 9 Times in 7 Posts	Having trouble with conversions? Try Ugly.... Share on: I thought I would share something that appears to be true (at least for me) Ugly pages convert better than lovely pages. I first noticed this on a book promotion I was doing. I had a plain Jane graphic (even sort of unrelated to the content - just generic) on an opt in page for those interested in hearing when my book came out. My graphic designer made a fancy and nice design that was very much related to the optin purpose. - Conversions fell to almost nothing. I was shocked. I've since noticed that ugly seems to do better than pretty on more than one occasion. What do you think? Any thoughts or experiences to share?
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19th Sep 2014, 11:33 AM	#3
David Snape Davd War Room Member Join Date: 2008 Location: USA Posts: 121 Thanks: 2 Thanked 9 Times in 7 Posts	Re: Having trouble with conversions? Try Ugly.... Share on: Thanks @DrewIM - that makes sense.
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19th Sep 2014, 02:26 PM	#4
NathanO Active Warrior Join Date: 2014 Location: West Palm Beach, FL Posts: 63 Thanks: 21 Thanked 15 Times in 13 Posts	Re: Having trouble with conversions? Try Ugly.... Share on: Have to agree with Drew. Sometimes simple sells better than something fancy and filed up with too much info.
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22nd Sep 2014, 06:45 PM	#6
grafx77 Vegas Workaholic War Room Member Join Date: 2006 Location: Orlando Posts: 283 Thanks: 117 Thanked 106 Times in 35 Posts	Re: Having trouble with conversions? Try Ugly.... Share on: I agree with all sentiments above. It's hard to make any true judgements without examples of the two pages, however, ugly does not always mean better conversions. It really depends on the layout structure of your LP and if the design/graphics are helping to make a clear point or simply a distraction. If it's the latter, then yes, pretty LPs can sometimes impede the conversion process. The main reason, I have found within my own campaigns, that more simple LPs tend to work is because they define the product better without clutter/distractions, yet if you take remarkable headline and add a few elements to help emphasize the key points, then you will end up with a much more professional looking page with better conversions. Example Headline: "Generate $100 Per Day - Uncover the Shocking <course niche> Tactic Experts Use to <insert benefit here>" Example Headline2: Same Headline above with red arrows pointing to the headline, 2 highlight graphics outlining the "$100 per Day" and the <benefit>. Maybe even take it a step further and include a faded graphic in the background, slight drop shadow on the text, and a white outline. As you can imagine, example 2 will almost always convert higher as the graphics boost the message and DO NOT impede it.

22nd Sep 2014, 06:52 PM	#8
royalbiz239 Veteran Warrior Join Date: 2014 Location: Fort Myers, Fl Posts: 34 Thanks: 0 Thanked 6 Times in 5 Posts	Re: Having trouble with conversions? Try Ugly.... Share on: I find that a plain white landing page with your opt-in box in the middle and your headline has a very high conversion rate as there's really nothing to distract your potential lead from give you their email
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23rd Sep 2014, 04:45 AM	#11
Beergut Warrior Member Join Date: 2014 Posts: 20 Thanks: 1 Thanked 1 Time in 1 Post	Re: Having trouble with conversions? Try Ugly.... Share on: Not totally surprising...just goes to show that you can not assume. You must test everything! Results will vary.

23rd Sep 2014, 06:52 AM	#12
sanggano_boy Warrior Member Join Date: 2010 Posts: 11 Thanks: 0 Thanked 1 Time in 1 Post	Re: Having trouble with conversions? Try Ugly.... Share on: I definitely agree, based on my experience
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4th Oct 2014, 02:35 AM	#13
dariusdarius Author, Marketer War Room Member Join Date: 2013 Location: Romania Posts: 91 Thanks: 17 Thanked 12 Times in 10 Posts	Re: Having trouble with conversions? Try Ugly.... Share on: What is your actual optin rate? There is a difference between optin rate and subscribers. One thing you should do, is add a thank you page after the user submits his details. So instead of sending him/her to the download after they input their details, you send them to a subscription confirmation page ( show how the confirmation message looks like, add possibility to login to their email from your thank you page. After they confirm subscription, the first follow up should be the download link. Hope this helps a bit, Darius