Conversion isn't about pretty design
Northstar's marketing site doubled their trial signups. But it wasn't because of the visuals. Here's what actually moved the needle.
Design agencies love to sell aesthetic redesigns as the solution to poor conversions. They claim that a prettier website will make people buy.
It's a lie. Aesthetics are important, but they are just the table stakes. Conversion is driven by clarity, credibility, and reduced friction.
How we doubled Northstar's signups
When we redesigned Northstar, we focused on messaging hierarchy. We put their primary value proposition above the fold with a massive interactive demo, so users could experience the value of the software immediately without booking a call.