For our design analysis, we looked at 36,928 English language page variants active between March 2019 and March 2020. 

As it turns out, design may not be as impactful—or as worthy of stressing about—as you may think. Our results showed copy has twice the relative importance compared to design.

We analyzed our data using a total image of the page, not by looking at each attribute. We believe it’d be interesting to investigate design further—based on each visual element—to provide you with more specific design insights.

Tools like Smartbuilder allow you to create the perfect page and section components based on your industry, audience, and campaign goals in just a few minutes. It also provides AI insights and recommendations to help you launch higher-converting landing pages.

Our analysis clearly shows design isn’t the main driver for page performance, but we’re not saying design doesn’t matter. A great lookin’ page will still improve your conversion rate—just probably not as much as you might think.

If you really want to boost your conversions, we recommend focusing on perfecting your copy to capture the audience you’re targeting.