Website Aesthetics Impacting Conversion

April 18, 2016

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.

About Insivia

Insivia is a Strategic Growth Consultancy helping software & technology companies scale through research, brand strategy, integrated marketing, web design, and retention.