Ugly websites can make more money
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Barry Goggin April 08, 2009
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Often when people are developing websites, they want the best design
and layout and it is a natural impulse to develop the nicest looking
website possible. Interestingly though, the prettiest websites do not
always make the most money.
Pretty websites
Visually appealing websites are often the goal of website
developers. Well designed websites help add a professional air and
credibility to a website. This helps especially when you are trying to
sell a product or sell a service.
Visually well designed websites can also create a path for the eye
of the visitor to the desired action or outcome. Encouraging them to
take the action you want is usually accomplished through a combination
of layout, color and text. A/B testing or eye tracking studies can help
optimize such designs.
Ugly websites
A number of times when developing websites I have run across
situations where a website makes money and when I further optimize or
style the website, I end up making a lot less money. I have read about
this and talked to other developers about the same phenomenon.
In my experience, this happens with the pay per click (ppc) revenue
model rather than other revenue models and it seems this matches other
peoples experiences.
It is possible that ugly websites seem unfinished and communicate to
the visitor consciously or subconsciously that these websites are not
the final destination. This in turn probably encourages them to click
on ppc links to seek a better alternative result.
Leave an ugly website alone
Others have reported leaving websites alone, often for several years
and discovering that they make good money despite outdated or
unfinished design. Attempts to renovate these sites seems to reduce
revenue and they just seem to do better when left alone.
If you are going to change the design or layout of a website that is
already making money, then testing the new design before fully
implementing it is very important.
Testing new website design and layout through A/B testing
But how do you go about testing such design changes? The best way
is through A/B testing. A/B testing is often ignored by website
developers and thought of as a rich man’s toy. Nothing could be further
from the truth and I will discuss how you can use A/B testing in a
later post.
What to do with an ugly website?
Ugly websites can be left alone to continue to make money. Security
updates to software should be done of course. Alternatively if you have
to change the design or layout, you should also think about changing
the revenue model away from ppc or have a mixed revenue model. But
either way, experience has taught me that ugly websites are not
necessarily bad websites. |