Pretty Vs. Performance

Chic stores in an upscale mall attract a lot of visitors. People enjoy the razzle-dazzle of the displays and the activities. Rarely such lavish stores sell as well as “functional” outlets. Think Ikea, Costco, Sam’s Club, Dollar General, etc.

Fancy websites rarely convert as quickly as straightforward, intuitive, functional websites. The simplicity of Google wiped out most of the competitors with difficult pages.

If the goal of your website is to create brand awareness and publicize corporate image, then the elegant website may be the way to go. You can measure the value of the site by its long-term effect on your audience.

However, don’t expect your stylish website to perform as well as a simple, functional site commercially. Do not expect it to generate cash, to have the maximum percentage of clicks, or to have the most qualified prospects funnel.

This is not new. There has always been a contrast between the long term benefits of image building and short term effectiveness of the direct response. Before the Internet, this was obvious in the results of classified advertising compared to full-page display ads in the newspapers.

The smart marketer will recognize the tradeoff between the efficacy of easy and the need to be beautiful or being clicked on.

With the effective use of both, you can create a bound following.