What am I supposed to look at?
Since the Web is primarily a visual medium, you can think of your computer monitor as a window onto the world. A basic question is where your visitor should be looking shortly after arriving on your page.
Design can definitely influence conversion. Unfortunately, it is usually for the worse. Most of the responsibility can be laid at the feet of the internal creative team or outside interactive agency. Because of the limitations of their unique perspective, you have been forced to sacrifice conversions in the name of “coolness.” So you have actually come to love your page and can no longer see it objectively.
Let’s take a look at the origins of this situation, and begin with the end in mind. ...