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


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?


  1. 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

  2. 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

  3. 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.

  4. 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!

    • 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

  5. 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

  6. 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

  7. 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

  8. 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.

  9. 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!

  10. 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!

  11. 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.

  12. 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

  13. 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,


  14. Hi Sunday,

    I would think you would need changes in both the way you write your content and in your design.

    Even just the way your present your sentences on the page can make a big difference. If there isn’t enough “white space” the visitor can get overwhelmed and leave the site.

    But professional logo’s and site design will make you appear more professional.

    However, just because you have an awesome looking site doesn’t mean you should skimp on the content!

    You have to provide valuable content and be persuasive enough to get them to opt-in, comment, share or whatever your most wanted response is from your visitors.

    Take care Sunday. Thank you for these interesting discussions…


    • Hi John,

      Indeed, it is important to attend to both content and design changes. Every aspect of a website is important even as they readily help to encourage improved conversion.

      I agree with you on this

      “You have to provide valuable content and be persuasive enough to get them to opt-in, comment, share or whatever your most wanted response is from your visitors.”

  15. Wow Sunday! I really enjoy your articles, and you’ve done a great job with this one. It’s relative to me because I have been trying to get conversions on my website.

    I’m going to apply your suggestions to my site to see if they will work for me. I’ve already added more articles to my site, but now I can see my mistake. I’ve added a lot of articles, but I didn’t put any links to products in my articles.

    I’ve been working hard to promote my site and I’ve been getting traffic, but no conversions. Thank you for pointing some things out to me that I needed to know.
    Susan Woodard recently posted…Blog and Promote Affiliate ProgramsMy Profile

    • Hi Susan,

      I am glad that you have found good value after reading this article and the accompanying comments.

      Improving conversion should be a planned idea. It doesn’t just happen. Thus, information on whether change in content or design will improve conversion is important.

      Every business is different but the basic principles of conversions for most remain the same.

      I wish you the best as you go ahead to implement the changes that would improve your conversion results!