How Website Aesthetics Impact Conversion

March 30, 2017

Many aspects 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 user friendliness. But one area that often gets neglected is the overall aesthetics of your site.

When you first visit 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 immediately bounce to another site. While content holds much of the 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, 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 perform tasks easily and quickly. For example, while an extensive drop-down menu isn't mandatory for a home page, it certainly can help customers 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. 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 web page 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 complaints.

When it comes to your website, it goes without saying - you will always be working to improve it. It's acceptable to tweak and change as you see necessary, so 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.

If you have any questions about your website's aesthetics and want to talk to an expert on ways that you can make your website better, contact us today!

Editor's note: This is an extension of a previous video on Insivia's website from April 2016.

About Insivia

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