Why Beautiful Websites Don’t Convert

Why do beautiful websites usually have low conversion? What's the secret of Ugly Web Designs that they bring in more money for the company? Let's explore these things in a lot of detail, going through both pre-made examples, and a real, client project we worked on.

The UX/UI Design of a website is important, but there are more important parts in that process that are often overlooked. Focus on the fundamentals, see my diagrams, unique approaches and a step by step guide to better conversion on the web.

Your website can sell better!

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#webdesign #webdevelopment #conversion

00:00 Intro
00:11 Beautiful website design fails
00:28 Ugly UI converts better
01:20 Overview
01:28 Increase website conversion
02:17 More CTA clicks
02:41 How users make purchase decisions
02:52 Most important focus
03:38 Testimonials & Social Proof
04:15 Talk about yourself
04:50 Sheer Numbers Technique
05:09 Start fixing like this
05:59 Loading time
06:22 Cognitive overload
06:58 External example website
07:17 Aesthetic usability effect level
08:00 The Gaze principle
08:25 CTA Button best practices
08:51 Problems with Parallax web
09:31 Steps to fix this
01:19 How much animation?
11:00 Target audience?
11:31 Squareblack client example
12:26 Make design like this!
12:53 Little quiz

[kbob]

Exactly, most of those web design tutorials focus on creating cool visuals and that's it. I don't want to design just a beautiful website because visuals aren't the main purpose. It is supposed to work/convert. I was watching a lot of those tutorials but only recently understood what's more important. As always, thank you for creating such a valuable content :)

[zuberalii]

Only legends can understand how much knowledge you have given in this video thank you so much

[..]

When a website is too fancy I feel like I'm being bamboozled by a flamboyant salesman. Usually I want to know as quickly as possible what I'll get and for how much.

[theCopywriterBR]

That’s why I say (and preach): modern copywriting isn’t about persuasion, but about presenting what the audience needs to read in the best possible way. It’s about being objective, concise, and relevant, not just a marketer.

[Panda-Verde]

As a UX/UI Engineer, I'm in love with your content. Always speaking from common sense. I feel that lots of designer lost their minds doing fancy websites that look great and cool but preform really bad, without bussines or user in mind. Not mention accesibility.

[LinkinPark]

Great video. I’m not a web designer, but I’ve always intuitively felt that these fancy websites with all the bells and whistles do more to impress other designers, rather than convince users to click the CTA button. A good analogy would be a woman wearing tons of makeup on a first date, and only making an impression on other girls rather than her date LOL.

[abdoo]

Those parallax effect webpage reminds of those all use day-night toggle switch that everyone makes/made. 😄 People should read more about great designers like Dieter Rams and how they took "simple+works" to a new level.

[tomgrabski]

Thank you, Michał! Finally there is someone who speaks loud my thoughts about websites – fancy ones are usually useless, and seems like they are made for other designers or nominations, not for bringing money and conversions. I hope that you will give out more your priceless knowledge regarding landing pages. Have a beautiful week, Michał.

[Nishk]

this is not just a video.. this is a goldmine of experience and information..

[ThethDaisy]

I've always disliked multiple moving elements and don't add them in my designs. Nice to know this approach is actually better!

[itstheMR]

The attention span is something that has been considered for decades. I'm so happy you brought it up as I feel it's something people forget about. Not everyone is at home on their home internet with the fastest connection. Many are on their cellular connection, traveling, and moving between cell towers. Connection speeds and inconsistencies must be considered or risk losing that attention coupled with aggravation. It really shouldn't be a surprise that a 100mb site will take longer than a 5mb site to load.

[Jim.Hummel]

You've taken a vastly deep topic and reduced it to direct, actionable steps that nearly anyone can use to improve their site designs. Thank you! I've happily subscribed!

[ChrisPirillo]

Great video!

You essential need to have the ability to think and see the website from the user's perspective which is difficult, but absolutely worth the effort.

We can't "predict" why someone has clicked a specific link but if they did, it was for a motive and they're looking for something they think they'll find on your website.

The key to making a successful website that has higher conversions is to do the user research properly and figure out what's TRULY important (and of value) to your users.

I hope this is helpful to anyone who reads this :)

[jakezepeda]

Makes me feel better about my lack of design skills. My webapps might be boring or ugly but at least they work.

[emmgeede]

While I do not agree with everything you've said, for the most part I really enjoyed seeing someone finally telling the truth. I am preaching for year now, it is not the design, it's the content, ALWAYS! Of course designers do not like to hear this and design is good and important on websites, but it is not the core selling point. I always name Wikipedia, Ebay and Amazon as examples. In my opinion the most ugliest websites you can find, but with partly making billions of dollars each year. Why? They simply solve problems and it is never the design, that solves it. It always is the content. Thanks man! Very good video!

[test]

WOW ITS INCREDIBLE how we can look at the same thing but not see the same thing but I SEE IT, this is VALUE

[jeffammons]

I've never really thought about it, but even on Apple's site, I skip the fancy bits and just go directly to the buy button... Good points in your video.

[Expertslaunch]

Just look at the world's best marketers, they all have ugly landing pages, making millions a month, when you hit the right messaging, everything else is just noise

[jonintc]

This is one of the best videos on landing pages especially since you covered the fact that some businesses have a target audience that needs to present more information such as your example at the end

[RAWSND]

I learnt this the hard way. Used to spend hours creating beautiful websites with animations to wow my customers. After the website launched never heard back from them. What happened? The website hardly converted and my client felt ripped off. What I do now is make Google and user the centre of my design process. Focus on giving them the website they want. Plus I do SEO as an extra service and make my customers aware by asking the following questions. How is someone going to find your website? Advertise offline, online or have it discoverable on google search or everything. A website is an investment so you really need to factor in a strategy in get sales. In the end you need to consider the business, customer and type of product in relation to other competitors. Don’t reinvent the wheel just make it better