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Which is Better For Improved Conversion – Changes In Content, Design Or Both?

Profile photo of Sunday William Submitted by Sunday William May 26, 2016


To a large extent, every business or website wants to have the best conversion as much as possible. This could be increased purchases, downloads, social sharing, email subscriptions, blog registration, etc., made by visitors.

If conversion is not happening as expected then it would be logical and necessary to affect changes in the existing marketing strategy.

Content or design changes should be considered for improved conversion. A/B testing or Split testing can be applied to analyze and implement changes in these areas to help improve conversion rate for most businesses.

Changing content to increase conversion

Some marketers believe that perfecting content brings about increment in conversion rate. In this view,   it is believed that creating the perfect message will inspire target audience to respond better to the call-to-action.

The perfect message provides detailed solution to the problem of the visitor. Hence, in every piece of content like blog post, video, email, infographic, or podcast, etc., the message should identify and solve the needs of the target audience. Thus, a valuable content – created in any format – is required for increased conversion.

Changing design to increase conversion

The design of a website has to do with the style and elements that affects user experience. This includes background design, color, graphics, buttons, typography, and navigation links, etc. Many online marketers or bloggers believe that changes in design or style readily affects conversion rate. A strong design has shown to be critical in high-performing landing pages.

Changing both content and design for increased conversion

 A valuable content that meets the needs of the target audience is important for increased conversion. A strong design that makes for easy user experience is also necessary for improved conversion. However, a strategy that will combine both can be adopted for better conversion rate optimization.

Of course, with good A/B testing or Split-testing the perfect changes can be affected. A 100 Conversion Optimization Case Studies published by Kissmetrics reveals how different businesses have increased conversion by applying changes to content, design elements or both. You would be surprised how a company like  AMD have increased conversion rate of up to 3600% in social sharing by virtue of the changes implemented in design elements.

So, if you have been improving conversion in your site or in your clients’ website, what changes do you think would be necessary for better conversion? It is changes in content, design, or both?

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Profile photo of Sunday William
I started with a College Degree in Business but I have been an Internet marketer and writer for 10+ years and have written 5,000+ high quality articles in diverse topics. I have also written 20,000+ comments on and 1,000+ blogs and/or websites. I have been working closely with Kingsley, the admin of for 10+ years and have been in the's administrative team since the first day in 2012. I highly recommend's Coaching and Partnership Program.

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42 Responses to “ Which is Better For Improved Conversion – Changes In Content, Design Or Both?” Leave a reply ›

  • Profile photo of Sherman Smith Profile

    Hey Sunday,

    From my own experience, it was a little of both coming from a blogging point of view.

    Your audience has more options and are catered a lot more than how they were about 3 years ago.

    Let’s look at a mobile marketing.

    You want to not only make sure that your sites are mobile friendly, but also you want to make sure that your readers are getting a great UX from both the design and the content being used.

    Since I read a lot of blogs on my smart phone, I tend to ignore the sites that aren’t mobile friendly or those that I have a hard time reading their written content.

    So with that said, you want to look from that stand point of view as well as other marketing methods.

    Also it also depends on who you’re marketing to. There are some that may prefer videos as far as content while others may prefer podcast.

    The user experience is vital and it depends on how well your site is designed and how you get the message across to them.
    Sherman Smith recently posted…Diversify Your Shares With The Social Warfare WordPress PluginMy Profile

  • Profile photo of Dennis Seymour Profile

    I go about this in a step by step way. Im pretty slow with implementing changes because things can easily go wrong and instead of help your offer, it kills the conversion.

    I tend to start with content. As I get more feedback, I add in the exact words they send to me. I change the content from there or add their exacts words in a prominent way.

    The last part is the design. I slowly tweak the locations of the CTA, the overall flow of the page etc.

    So for me, the content is definitely more important as design will take a bit longer to implement changes on to see significant results.
    Dennis Seymour recently posted…The 2 Sides of Guest Posting: I’m on the “It Works” Side, How About You?My Profile

  • Profile photo of Celine Profile

    Hi Sunday,
    Improved content is sure necessary for improved conversion. However, design must not be ignored.

    If good design is accompanied by good content then we are bound to experience a boost in conversion.

    I will say both content and design are vital in providing the quality and user experience needed to boost conversion.

  • Profile photo of Sarah John Profile

    Hey Sunday,

    Both content and design are necessary for improved conversion. Content is necessary because it provides and answers the “what” question for the audience. Design is necessary to answer the “how” question.

    We can always improve conversion if we are perceptible to the wants of the audience at every point in time!

    Content and demand changes corresponds to the changes in the wants of the audience!

    • Profile photo of Sunday William Profile

      Hi Sarah,
      I like your analogy of the “what” and “how” questions as they apply to what content and design stands for respectively.

      Understanding the “what” and “how” of content managers will go a long way boosting conversion.

      Therefore, it becomes necessary for content marketers to ensure that proper clarity is given to design and content!
      Sunday William recently posted…How Soon Do You Deal With Bad Online Reputation?My Profile

  • Profile photo of Kristi Hines Profile

    Potentially both. I would start by looking at similar products and making sure your design aligns with theirs. It doesn’t have to be the same, but you want your design to match your industry. From there, it’s probably mostly about the copy.
    Kristi Hines recently posted…The Ultimate Guide to 160+ Business and Digital Marketing Conferences in 2016My Profile

  • Profile photo of Maketta Profile

    Hello Sunday,

    Content should be the first thing that is considered because that is what people that come to your site are usually looking for. From looking at my analytics I can see what people were using while they viewed my site. So, I think that your site should be mobile, tablet and desktop friendly.

    Content, design, and website functionality are all important aspects when it comes to conversions.
    Maketta recently posted…How To Write For Your Blog And Writing PlatformsMy Profile

  • Profile photo of Sunday William Profile

    Hey Maketta,
    Indeed, content should firstly be considered since it provides the key “message” of the brand. Design is also important and must be presented in a way to complement good content effectively!
    Sunday William recently posted…How Soon Do You Deal With Bad Online Reputation?My Profile

  • Profile photo of Barbara George Profile

    Hello Sunday,

    I am new here on Kingged but have enjoyed a lot of your posts.

    For this post, I’d say both changes in content and changes in design are both good for improved conversion because it takes different things to convert different people.

    Some people would convert better with changes in content and others would convert better with changes in design.
    Barbara George recently posted…7 Things I Can’t Live Without being a MumMy Profile

  • Profile photo of Adam D. Mason Profile

    Hey Sunday,

    Something about this post has just stirred up all kinds of ideas. There are so many things that can be leading to poor conversion rates. The only real way to discover what the issue is, is to test.

    It could be as simple as the color of your call to action button, or the fact that you are trying to sell a product online to a customer base that has never bought a product online.

    Or you could be giving away an ebook about grammar and the web copy reads grammatically incorrect. The one thing I know for sure is I know nothing.

    There are many times that I favor one design over another just to discover that my customer base feels the opposite as me.

    Adam D. Mason recently posted…What Your Grandma Can Teach You About SalesMy Profile

  • Profile photo of Eyal Katz Profile

    Whatever you choose I would not change both at the same time.

    This would make it very difficult to judge which change is responsibe for the improvement or worsening of conversion rates. So test one and then test the other.
    Eyal Katz recently posted…The Top 10 Mobile RTB Marketplaces for PublishersMy Profile

  • Profile photo of Winford Moore Profile

    For me, both are important for improved conversion.

    What matters is that the marketer ensures that content and design are provided timely.

    If time factor is not taken into consideration then it would be difficult to know when these affects the conversion.

  • Profile photo of Carl Profile

    Improved conversion can be achieved with content first and design second.

    Without a viable quality content, the design would just be a show.

    However, ensuring that we understand when a little change will make the difference in conversion should be a vital quality for marketers!!

  • Profile photo of Amit Sharan Profile

    For me, content remains the key for conversion. A good content can always convert whether there is a good design or not.

    User experience is not enough to deter a convertible good content.

    I know a lot of people will not agree with me on this but I am still a strong believer in the indisputable kingship of good content for blogging success.

  • Profile photo of Paul Profile

    For better conversion, it is necessary to tweak the content and the design. Both are necessary.

    I agree with you that “a strategy that will combine both can be adopted for better conversion rate optimization.”

    This is sure the best approach to increase conversion!

  • Profile photo of Black Profile

    I would say that both changes in content and design would have impact for improved conversion.

    Content changes will answer the question of “what again?” while design will answer “how again?”

    These are crucial questions for online success!

    • Profile photo of Sunday William Profile

      Hey Black,

      That is a curious analogy: content answers to “what” and design answers to “how” !

      I guess it would be right to describe content changes tweaking what is needed while design change tweaking is how the content is accessed! right?

  • Profile photo of steven Profile

    A lot of things can be done to improve conversion. Yes, content and design changes are things that readily affect conversion.

    For me, tweaking designs will spur immediate changes more than tweaking content!

  • Profile photo of James Ling Profile

    Hi Sunday,

    Only time will tell when changes in content or design are needed to increase conversion.

    Consistent testing should be done to ensure that a piece of content and design is still relevant to the present audience.

    If the behavior or taste of the audience changes then it would be time to consider improving the content or design.

    I would say is that content and design changes are important but the better depends on what is needed or expected at a particular point in time!

  • Profile photo of Norma Profile

    Hello Sunday,

    This sounds a bit complicated but in a lay person point of view, I’d say both.

    As you said, valuable content which meets the needs of the target audience is important for increased conversion and a strong design which makes for easy user experience is also necessary for improved conversion. However, a strategy that will combine both can be adopted for better conversion rate optimization.

    Even very small changes can lead to improvement.

    Thanks for sharing this.

    • Profile photo of Sunday William Profile

      Hi Norma,

      Yes, even very small changes can lead to improvement! It becomes necessary to start accessing when these changes can be applied to get needed changes in conversion.

      For the layman, changes in both content and design can affect conversion! However, with time, a webmaster can decide if either of these two elements is more important for conversion improvement!

  • Profile photo of Gordie Chase Profile

    Personally I combined the two.

    I changed my blogs format and changed my content to be less of a narrative and more instructional, and as you have written my conversions and shares increased significantly.

    The most important part of my design element was to include images with every article and it worked a lot better than I expected.

    Good article Sunday,


    Gordie Chase recently posted…The 4 Google myths that can hurt your SEO!My Profile

    • Profile photo of Sunday William Profile

      Hi Gordie,

      Its good to learn of what you think about this topic. Better conversions if improvements are made on both content and design!

      It becomes really important for the marketer to understand the perfect timing for these improvements to be made, right?

  • Profile photo of Gordie Chase Profile

    You’re right Sunday, but the perfect timing is normally when your numbers start to fall and your blog no longer feels fresh to readers. Which is why I even test the changes. If my readers don’t like my format changes my heatmap gives me clues, even color changes affect your readership so I keep my colors as neutral as possible.
    Gordie Chase recently posted…The 4 Google myths that can hurt your SEO!My Profile

  • Profile photo of EltonCarr Profile

    Hello Sunday,

    This year I am working on improving my interactions across the board.
    So for me, It’s content and I am already finding certain content and also times when I post has increased my interaction. Over time I believe it will increase my conversion rate.

    I had a guy reach out to me regarding a product of mine already.

    Hands down…content :-)

    Thanks for the post,


    • Profile photo of Sunday William Profile

      Hey Elton,

      Good luck with your choice! Content improvement is great because a good content works like the life line a good blog.

      Improving on content is sure to improve interaction and conversion. If you do add more value to your audience then you should expect more leads and conversion.

      Once again, good luck for your content improvement in 2017!

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