Simpler = easier to market

When an online destination, such as a website, isn’t working as well as expected (e.g. not creating a decent amount of conversions), usually, the knee-jerk reaction of the people behind it is to “fully bake it,” or add more stuff. This is why it’s still pretty easy to find the so-called digital Frankensteins on the web: sites that are cluttered and messy.

However, in my experience, the problem most often lies on the first couple screens of an online asset. An unattractive value proposition, or clunky signup flow, either slows down or completely stops the new user experience. It’s still puzzling to figure out why so many designers cannot accept that simpler = easier to market.