Yet, most sites that do CRO look cluttered.
Most brands start with:
– clean
– beautiful
– functional sites
But after 3 months of doing "CRO",
they start to look the opposite.
Mainly because of:
– copying competitors
– inconsistent branding
– not giving enough spacing
And eventually, in a few years,
these brands see a need of a revamp.
This brand is an example that CRO doesn't have to make a site cluttered.
Here are 5 things they do right while maintaining aesthetics:
1. Aspirational images in the image gallery.
2. Image thumbnails (can also include educational images).
3. Badges (like "all season", "best seller") and review count.
4. Highlighting size guide (and keeping it underlined)
5. Optimizing the area around add-to-cart CTA with product USPs. These are in bullets and short sentences.
Bonus: They have accordions (also known as drop-downs) and not horizontal tabs. These stay in view for a longer time and get a higher click through.
PS: Design and CRO go hand in hand. Just wanted to put it out there so design and aesthetics get their due attention in CRO conversations.
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