Hey {{first_name}},
“Ugly sites convert”.
You might have heard me say that before.
It is an extreme viewpoint…
But the problem is it’s taken it too literally.
It does not mean your website should look terrible.
It is just a pushback against brands obsessing over aesthetics for aesthetics’ sake.
Too often, brands focus on what looks good instead of what works well.
They spend a fortune on branding, modern layout, and fancy new features & functionality.
Only to end up with a site that is harder to use.
Customers do not convert because your site looks beautiful.
They convert when your site is easy to use.
That is why consistency matters more than design.
A clean and consistent website reduces friction, helps people process information, and makes your site feel more stable, familiar, and trustworthy.
And when people do not have to burn their cognitive load on just figuring out how your site works, they are far more likely to convert.
So no, ugly does not convert.
Clarity converts.
Consistency converts.
Usability converts.
And when those things are done properly, the site usually looks better anyway.
Chat soon,
Peter
P.S. Tomorrow I’ll send over a checklist of the design consistency checks we use to improve trust, reduce cognitive load, and make websites easier to use.
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