The debate between aesthetics and utility: do visually appealing sites lead to conversions?
In the digital age, the importance of a well-designed website cannot be overstated. Aesthetics and performance are two crucial elements that significantly influence a website's success. According to Google Search Central, Core Web Vitals - load speed, visual stability, and interactivity - directly impact your ranking.
A study by Chromium Blog reveals that sites meeting Google's UX benchmarks experience a 24% reduction in abandonments before content even appears. This underscores the significance of optimising load times, ensuring visual stability, and enhancing interactivity to retain users.
Page load time affects bounce rates dramatically. Good design not only enhances usability by shaping how users navigate content, absorb information, and make decisions, but also plays a vital role in judgements of website credibility and trust. Studies show that users form opinions on a site's visual appeal within 0.05 seconds (Kinesis Inc.).
Investment in UX can lead to significantly higher conversion rates. A well-designed website can form a positive first impression, communicating professionalism, relevance, and attention to detail. Interestingly, 94% of people don't trust a site with poor or outdated design (WowMakers).
On April 16th, 2025, author Emily discussed the importance of a well-designed website for both aesthetics and performance. The discussion highlighted how a well-designed website can improve scan-ability, click-through rates, and time on page.
Moreover, 88% of users won't return to a site after a bad experience (Qualtrics). In contrast, a great-looking website can boost conversions by up to 200%. A full UX can double this again, potentially resulting in up to 400% higher conversion rates.
The interconnection between SEO and UX is evident. Well-structured, visually engaging sites often rank better in search engines. Google now ranks your site based on how it performs on mobile. Pages that load quickly convert better, with pages that load in under 1 second converting 2.5 times better than those that take 5 seconds.
Design also plays a crucial role in B2B or high-value B2C spaces, as it can build credibility for a brand. A refined, intentional site can significantly impact perception, especially in these spaces.
However, information about the agency revamped by KOTA in April 2025 was not provided in the sources. Nonetheless, it's clear that a strong UI and UX strategy can lead to a successful digital presence. With a return on investment of up to 9,900%, it's a worthwhile investment for any business.
Lastly, 38% of people will stop engaging with a website if they don't like how it looks or reads (Adobe via HubSpot). This underscores the importance of creating a website that not only performs well but also appeals to users. In the competitive digital landscape, a well-designed website can provide a significant competitive advantage.
