This document discusses how good design affects conversions on websites. It notes that users make snap judgments about a site's design within 1/20th of a second that determines whether they will trust the brand, like it, and buy products. These first impressions are 94% design-related. Good design lowers complexity and increases similarity to other sites, and poor design and lack of visual appeal are leading causes of people bouncing from a site without converting. Inspiring images have more impact on first impressions than any other factor, and these initial impressions influence all subsequent interactions with the brand. Good design primes users to have positive experiences that make it easier for companies to gain attention and intention from customers.

1. WHY DESIGN
MATTERS
How Good Design Affects Conversions

2. DESIGN IS ALL ABOUT THE. . .
TITTLE
BAR
SHOULDER
BOWL
ASCENDER

3. “Good design is good business.”
Thomas J. Watson
CEO of IBM from 1914-1956

4. th
1/20
of a second
Time it takes a user to determine if they
like a site’s design or not.

5. THIS SNAP JUDGEMENT
determines whether or not a customer will:
TRUST
your site
LIKE
your brand
BUY
your product

6. THIS SNAP JUDGEMENT
MATTERS

7. 94%
First Impressions of Websites Are
D e s i g n - R e l a t e d

8. Key Factors
For Good First Impressions
1. Low Complexity
2. High Prototypicality*
*This means similarity to other sites in its category

9. 1
#
Contributor to Bounce*
Is Poor Interface Design
*According to a study by Stanford University

10. 1
#
Indicator of Credibility*
Is Good Graphic Design
*According to a study by Stanford University

11. VISUAL APPEAL > USABILITY
In Influencing User Perception

12. INSPIRATIONAL IMAGES
Drive Better First Impressions
Than Any Other Factor

13. And First Impressions Are...
EVERYTHING

14. This is because of Something Called
PRIMING

15. prim·ing | ˈprīmiNG |
verb
1 the activation of specific memories
that influence subsequent behaviors

16. The First Impression
Influences Every Subsequent Interaction

17. A Well Designed Site
PRIMES people to have positive interactions
with your brand moving forward.

18. Once Someone Has Been
PRIMED
Your Job Becomes Much
EASIER

19. Because Priming Turns
ATTENTION
Into
INTENTION

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