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?