When good looks do not equal good sales
According to a new research conducted by Bianca Price PhD of University of South Australia, the power of “gorgeous girls” at the counter has some very clear limits. Regardless of whether or not the product was related to appearance (for example, a mobile phone compared to mascara) if the female customer perceived the staff member to be better looking than her, she was less likely to purchase the product.
Good looks don't convert to sales?
This may raise some eyebrows but it’s something I suspected all along (I never liked salemen who are better looking than me :p). How does this apply to online selling, you ask? Well, there are several take home lessons from this research for online marketers and business owners:
- There is NO universal best design that can be applied for any online business. You have to design for your customers!
- Don’t build your design upon assumptions (women like pink color, men love red color, etc…). Those guesses might be as accurate as my local weather forecasts.
- Always test and test and test your design. Do A/B split testing on your site, make use of Google Website Optimizer and other similar tools. See which design is the BEST for your customers.
We are working on A/B split test on our own sites as well as some clients’ sites so I will make sure to post detailed reports as well as how-to guide later. Make sure you subscribe to our feed!
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