What is the Dollar Value of Good Design?

We talk a lot here at BVA about how to assign a dollar value to good design.  How can we convince our clients that good design is worth the cost if it is not easily reflected in their Shopify or Google Analytics accounts?  A solid brand identity and site design is invaluable.  Full site redesign testing is still pretty uncommon, as clients have to front all the resources for the redesign before you test.  Most decision makers are hesitant to do this, which is why we want to highlight how good design can actually increase conversions.

There is no clear cut way to convince clients they need a design refresh.  We often do some user testing and see what other people say, as our clients often value a third opinion.  If they aren’t interested in user testing, we show them the impact a new design can have by sharing how testing in the psychology field has actually proven that certain design elements increase likelihood to purchase.

Below are outlined some of the elements considered in a highly optimized website redesigned.  You can see for yourself how these design updates could make your site much more persuasive, and worth your resources to test:

Body Language of Models

In the 2 images below we can see clearly how body language can increase or decrease interest in something.  In the left image here we find ourselves focusing on Lynwhel’s face; in right we are more likely to look at the BVAccel logo.  Here we have the same image assets used to elicit a different response.

How can body language increase conversions?

Imagine the BVAccel logo is your call to action, or the unique value proposition of your brand.  Your guests will be immediately drawn to the site element you wish they would focus on.  They will also be convinced the site feature is interesting to another person, making it more persuasive.

Use Visual Cues

There are a variety of ways that designers use visual cues.  They may place the most important widget on a page in the upper left hand corner because they know this is the area of a page people are more likely to focus on.  They may use the golden rule to place images on the page so that they are most attractive to a site guest.  

A good designer has hundreds of these user experience design best practices up her sleeve. For example: Which BVAccel logo below are you more attracted to?

 

How can visual cues increase conversions?

In the example above, we used the exact same design elements, two triangles, to highlight the BVAccel brand. You likely found that the visual cues around the logo on the right were more powerful.  What impact does this have on your subconscious? There are a few things the logo on the right will do better than the one on the left:

  1. Create trust
  2. Draw the eye in
  3. Make the brand appear to be intelligent
  4. Hold the eyes gaze for a longer period of time

Imagine if this logo was an important element on the site like your “buy now” button or your contact form?  Your guest would be much more likely to interact with it if your site design used visual cues well, increasing your conversions overall.

Use Color With Purpose

Color sells products. It is a powerful marketing tool that significantly influences consumer purchases, so much so that it accounts for 85% of the reason why someone decides to purchase a product (Hemphill 275).  Does your site design use color intelligently and persuasively?  Let’s take a look at how 3 of the most well funded and well researched industries use color:

  1. Fast Food
  2. Health Insurance
  3. Automotive

How can color increase conversions?

As you can see, these three industries all have countless brands that follow a similar color profile.  You should take a tip from these companies and make sure your color branding and design breed feelings congruent with your brand identity within our site guests.

Look at how the exact same brand name can use color to define its identity:

VAVAWAWA

VAVAWAWA

VAVAWAWA

FEELING:

Young, Feminine, Tranquil, Glamorous, Creativity

FEELING:

Clean, Natural, Healthy, Trustworthy, Calm

FEELING:

Stimulating, Exciting, Timeless, Power, Authority

COMPANY TYPE:

Cosmetics, Fashion, Tween

COMPANY TYPE:

Safe Cleaning Products, Vitamins/Energy Supplements

COMPANY TYPE:

Car Care Products, Leather Shoe Products

 

While no single set of rules governs color choices, research has established general guidelines based on the principle of associative learning, the relationship between color and emotion. A good designer will understand the impact of color and use it to boost the conversion rate of your website.

Asymmetrical Design

A good designer will create a site for you that incorporates brand guidelines that you can use in all of your marketing channels.  Whether you have a television commercial or social media campaign, your ads should match the look and feel of your website.  To do this, you need a design with elements that are used easily within other channels.  This might include web friendly fonts, colors that show true on and offline and a brand identity that can be felt cross channel.

The following is a small subset of a BVAccel client’s brand guidelines.  You can see how thinking through these font types will help create a more cohesive and trustworthy brand identity for the client.

How Does Asymmetrical Design Increase Conversions?  

Site testing has been done to qualify the fact that a consistent brand experience through the marketing lifecycle will improve your conversion rate.

When you redesign your site, any good agency will ask for your brand guidelines.  Along with this, they will want a style guide.  If you don’t have this already, have them make one for you.  You can share this across all the partners you work with and easily create a symmetrical marketing ecosystem which will lead to a stronger brand identity and more conversions.

Let’s Recap Some Design Strategies That Will Increase Your Bottom Line:

  1. Proper Use of Body Language
  2. Well Placed Visual Cues
  3. Perfect Color Execution
  4. Asymmetrical Design Across All Marketing Channels

So, how do you assign a dollar value to good design?  Have a great User Experience focused design team redesign your site and then test the improvement in performance.  If you take the leap, you will be happy with the results.  Taking this risk is pretty uncommon, so if you make the choice to refresh your site design wisely; you will stand out from your competitors because all the subtle details of your website will influence guest behavior.