Powerful Graphics vs Powerful Copywriting

I'm pretty new to the selling end, but I have purchased my share of information products and other items online.

I know that graphics are usually considered an unneccessary distraction from the copy, but from a customer standpoint I feel more comfortable buying from a site with some decent graphic design.

It's silly, I know, but I consider good graphic design akin to keeping a clean storefront.

Buying from most info product sites feels like walking into an adult bookstore in the sleezy part of town and talking to a guy with grease stains on his jeans and a dirty wife beater. (Despite the fact that the product is often worth its weight in gold)

I'm sure the split testing disagrees with me. I know the masters have a reason for doing what they do and I accept that. I just have difficulty accepting that ugly design is a good way to convert customers.

(Incidentally, I bought an ebook on Article Marketing recently. One resource had a sales letter with a standard "info product" microsite layout and bad graphics. The other had a similar layout and sales letter, but you could tell the graphic design was done by an expert. Guess who's product I bought?)

More and more people are getting faster computers with broadband connections. What constitutes "fast loading page" hold at this point?

I hope this post doesn't come across as antagonizing. Its just this has bugged me for a long time. I admit I'm a newb and still learning, so I'd like to hear your thoughts.

Well, you're definitely so true,...

I think what's best to do is to split testing...but then again it requires time, and time = money...Currently, I don't have all the time in the world as I'm still a student and want to complete my degree, so, instead of still searching in this dark cave, could anyone show me the light and recommend a good tool to split test a site? or, even better if you could give a suggestion to me on this matter...likewise link cloaking/redirect would be one of the factor or type of niche I'm into (by the way my niche is not about e-book) or anything that could persuade me to subscribe or not to the membership site...

your contribution is highly appreciated

the best way is to find a good balance between the 2 of them.

Too much graphics and you could distract the buyer...to less graphics and the buyer might consider you a scam or something like that...it comes down to some testing to see what works best.

A quick tip: I've raised the conv rate of a website by 10% adding a simple gif animation in some part of the sales letter

If I want to sell a product, I would definitely insert in some graphics but if I want to review a product, I think graphic isn't necessary...still thinking...

I recently watched a video presentation by Dan Kennedy talking about what sells and why. He said the copy always comes first. He also said that flashy graphics distract the reader and should be avoided at all cost.

Finally, he said that the only graphics need to be clean and professional - but not intrusive. I agree.

I agree that with too flashy graphics and/or a site full of animations will distract the reader.

What I did with the animation? The guy had 3 bonuses to offer with his product (he was in the weight loss niche if it counts for something)...He had a simple doted border around the box with the bonuses....for some reason that was the first thing that I looked at, the bonuses box, for some reason it didn't look right.

First I added a nice background to it, added a big headline telling them that if they order now they will get these amazing bonuses etc... added a buy button IN the bonuses box, web 2.0 button, and then Ive put an animation around the entire box with a cool black font text that was rotating around the box...it said "Order now and take advantage of these amazing bonuses" 2 of the texts...and another 2 with "totally free, just order now"....

And I just put the first text...then the first from the "totally free.." etc...you get it.

I don't know exactly why that caused such an increase, because most people will say that you are better of concentrating on the benefits and all the other stuff...
But like I said that came like a an "aha" moment if you want...I did it and it worked.

Now, I cant guarantee that this will work for everyone or something like that...

PS: He did had AMAZING bonuses literally, and because Ive put such an importance on them the conv rate just went up by 10%

PPS: I could think of another 50 uses for small animations on sales letter, but I just need some more testing. Also I think that this could work AMAZINGLY for opt-in pages Maybe Ill make a WSO when Im done with the testing

Please define 'good graphics'. Because not all graphics are created equal.

Here's a thread where a combination of graphics and layout increased conversions from 2% to 27%. But pay close attention to the old site graphics and the new site graphics. There's a huge increase in quality.

http://www.warriorforum.com/main-int...s-27-02-a.html

It's going to depend on the niche!
Some niches don't need good designs and some do.

Also the sales letter has to be able to shine through
the good design. If people are always getting distracted
from the sales letter to some fancy design it's not good.

keep the structure clean, good designs and a good sales
letter and you should be fine!

Ebbi

I'm going through this same question right now.

I've opted to try and get the copy right first. I'm not using any graphics except a big downward pointing arrow.

However, although it's not graphic intensive, am I mistaken in thinking that it still looks fairly 'professional'?

Conversion is what matters I suppose, but I don't really like cheesy stock images. I suppose I'd use them if they worked though

JK

In my opinion, it all boils down of how you could attract the visitor:

-too long, and you'll lose buyers
-too short is probably good to capture lead but it'll probably not good for sales page (less info)
-balance probably the best but not good to capture leads

i'm in the opinion of you've got only 10 seconds to grab the visitor attention (the title page) and after that, pinpoint the visitor of what they really need most from the product that you're tryin' to sell, and i'm confident it'll convert. So, any sales letter shouldn't be long enough as long as it has these two basic things. I know, I know, it's easier said than done, but i'm just giving my 2 cents here... your comment is highly appreciated...

Having designed websites and written sales letters with up to an 86% conversion rate (yes, it was THAT targeted...) let me just say that your design should be made to promote your copy - and not the other way around.

People make their first impressions based on the design at-a-glance. Then they read more to see if it's worth their time. Design should support your copy but not overpower it.

Sometimes I wonder if conversion is all that matters.

Maybe the impression you're giving of yourself is poor, even if you're getting people to opt in.

Is it better to have higher numbers, or greater respect with lower numbers?

Just wondering.

JK