I was having a brief conversation with Sean Vosler about aesthetics in marketing after he brought up the well known fact that “ugly design sells better.”
This video goes over three reasons why ugly, simple landing and sales pages typically outperform more complicated, elaborate, “aesthetic” ones.
The big reason is the second one I gave in the video, which is marketers massssssively overestimate people’s tech or connection speeds.
The most motivated buyer won’t buy stuff from a page that won’t open or function well on their 3G smartphone or the laptop they bought in 2009.
Dummy simple, low tech, “ugly” pages allow one’s sales message to reach rich and poor, young and old, high and low tech.
That will almost always outsell a fancy page that literally hundreds of millions of people can’t even open. Doesn’t matter how good the copy is.
(If you’re interested in design and UX and how it can complement your copy and marketing knowledge, I highly recommend Steve Krug’s “Don’t Make Me Think.” Here is an affiliate link to the book if you’re interested: https://amzn.to/3DITh7R)
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