A lot of things come into play when it comes to conversions. The first few things that usually pop into people’s minds are elements like content, searchability, and overall user friendliness. But one area that often gets neglected is the overall aesthetics of your site.

When you first hop onto a website, you’re taking it all in – the look and feel of the site. If it isn’t visually appealing, there’s a good chance you’re going to bounce right off to another site. While the content holds much power, the overall look of your site will determine your customer’s next move.

Here’s a few key statistics to keep in mind when it comes to aesthetics:

  • When given only 15 minutes to consume content, a whopping two-thirds of people preferred to read something beautifully designed over something plain.
  • If an image takes too long to download, 39% will stop engaging with the website.
  • More than half (51%) of people believe “through contact information” is the most important element many websites are missing.
  • Nearly half (38%) of people will stop engaging with a website if the layout or content is unattractive.

In short, if you want better conversions, you need to have a better looking website. Take a look at your website and check these items off to make sure it has what it takes:



Is your site user-friendly? The term usability means people visiting your website can preform tasks easily and quickly. For example, while an extensive drop-down menu isn’t mandatory for a home page, it certainly can help customer’s navigate through your website with ease.

The first few seconds of a customer’s visit are the most critical. This is the time he or she is forming an opinion – and that opinion will be based upon the aesthetics of your site.



There are certain designs that play a huge role in your conversion. And if you pick the right designs, your visitors will be urged to take the action you’re requesting – without even being aware of it.

A perfect example of this: Large headlines. These big call-to-actions grab the reader’s attention and propel them forward, whether it is to another page of your website or to the shopping cart. The biggest headings should be on the front page, with the most important pieces of information.  From here, place other important elements above the fold – but don’t clutter the page. You want to make it easy to navigate, not cluttered. Things like social media pages, nav buttons, search bars and sign-in links should be above the fold for easy-access.

A critical part of the design is also loading speed. Even the best content in the entire world won’t keep a customer interested if the webpage is slow to load. If you want to speed up your web load, try combining scripts and stylesheets into one. You can also use CSS rather than background colors and images.



Your website does the talking for you, so communicate well. Various colors and other visuals can play a hand in purchases, emotions and even your brand. So use images, arrows, lines, buttons and text to your advantage by directing them all to an important call to action.

When a customer isn’t satisfied, that news seems to spread like wildfire. So if you have too many clicks, a poor design, or a slow-loading web page, it’s time to fix it. The cost of fixing these various issues is significantly lower than losing the customer – or risking your reputation being damaged from the complaints.

When it comes to your website, it goes without saying – you will always be working to improve it. So while it’s acceptable to tweak and chance as you see necessary, don’t just settle for how your website is now.

Take the time to digest and understand your customers. Ask yourself what they’re coming to your website for. Is it for a certain product? A certain service? Are you advertising heavily for one product over another? Make it easy for them to find whatever it is they are searching for. If you’re able to put their desires directly in front of them, so they can grab it and go, your customers will be blown away by it.



In this Insivia Insight, Andy talks about the role of aesthetics in website conversion.

There are a lot of things that go into choosing the aesthetics of a website. The most obvious is the visual appeal, but that’s really just surface level. Design elements can communicate a lot about your brand, so it’s important that you are saying the right things.

Art and design evoke emotional reactions, mostly on a micro level. These are the “gut feelings” that make us like (or dislike) something. They can evoke feelings of sympathy, desire, frustration/anger, or happiness. These can be controlled to create the desired user experience for your audience.

Aesthetics also play a major part in usability. There are a number of sites that are visually striking, but are hard to navigate. These are great for web designers that want to showcase their talents, but not so great for companies that want their audience to engage in their content.

A well-designed website that is consistent with your brand can help build credibility, trust, and eventually relationships with your clients and customers.

For these and many other reasons, aesthetics play a major part in conversions. Do you want to learn more about the messages that your website is sending? Contact us today for a free consultation.