How Layout and Design can Lower Conversions...
I noticed a thread the other day that Subtle posted on...
http://www.warriorforum.com/copywrit...vertorial.html
and like always, his design advice was spot on.
And it reminded me of how when I send clients copy... I also STRESS to them to make their design simple, clean, clear, uncluttered... like editorial articles.
Because I can send them killer copy, and they can murder it with crap design.
I even tell them to go look at Apple.com as an example of a billion dollar
company who "gets" design.
And I also send them some Agora examples to check out, so they can see how multi-million dollar companies also do their design and layout.
To me, great design and layout should almost go unnoticed... and let the message stand out and "pop".
Like what Eugence Schwartz said about copy...
"Words in advertising are like the windows in a store... you must be able to look right through them and see the product."
I feel the same about design... that it should almost be unnoticed and really enforce the product copy.
Today, with peoples' attention spans literally down to almost nothing... the best way to get noticed is to make it easier... and you gotta get through the clutter and have your message stand out.
So, like Subtle posted... make your copy look more like an editorial message and not like a sales message or ad.
You can never go wrong with simple, clean, clear, and uncluttered.
Of course, test a few different layouts and designs to see which works best... and I understand that different markets and products may have different graphical needs, but you can still make it clean, simple, and clear.
The more you can make your site look like Google and less like Yahoo... you'll be doing fine.
http://www.warriorforum.com/copywrit...vertorial.html
and like always, his design advice was spot on.
And it reminded me of how when I send clients copy... I also STRESS to them to make their design simple, clean, clear, uncluttered... like editorial articles.
Because I can send them killer copy, and they can murder it with crap design.
I even tell them to go look at Apple.com as an example of a billion dollar
company who "gets" design.
And I also send them some Agora examples to check out, so they can see how multi-million dollar companies also do their design and layout.
To me, great design and layout should almost go unnoticed... and let the message stand out and "pop".
Like what Eugence Schwartz said about copy...
"Words in advertising are like the windows in a store... you must be able to look right through them and see the product."
I feel the same about design... that it should almost be unnoticed and really enforce the product copy.
Today, with peoples' attention spans literally down to almost nothing... the best way to get noticed is to make it easier... and you gotta get through the clutter and have your message stand out.
So, like Subtle posted... make your copy look more like an editorial message and not like a sales message or ad.
You can never go wrong with simple, clean, clear, and uncluttered.
Of course, test a few different layouts and designs to see which works best... and I understand that different markets and products may have different graphical needs, but you can still make it clean, simple, and clear.
The more you can make your site look like Google and less like Yahoo... you'll be doing fine.
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