do graphics increase conversions?

[Vanquish]

Does a sale page with a nice graphical banner and layout convert better than a plain sales page with no banner/graphics?

[Tyrus Antas]

No if the graphics get in the way of your prospect understanding what your site is all about. Good, professional design is nice but good usability and design is even better.

Make it easy to understand + make it look good = WIN

Tyrus

[Loren Woirhaye]

For a mass-market product the packaging and graphics can
matter quite a lot. Low-pricepoint products targeted at the
impulse buyer will often benefit from "bling" graphics.

Move into bigger-ticket things and slick graphics can
work against you unless done with sensitivity and understanding.

Here's why:

With lower-priced impulse-purchase stuff you can very effectively
sell with "peripheral-route processing" - hence the bizzarre
association of drinking beer with volleyball-playing hardbodies
in advertising.

When you move up in price your customers will be looking
for specific benefits for them - and slick packaging can make
them suspicious.

When targeting beginners with an entry-level product, make
the package look cool. When targeting savvier or experienced
buyers emphasize the logical reasons to buy - de-emphasize
flash.

[optimuswarrior]

Good graphics seem so foreign in the internet marketing offer world.