Have you ever been deceived by the external appearance of something? For instance you see a beautiful multi-million dollar home but when you enter you find the owners have trashed the place. Another example is observing an externally beautiful person who has no character. He or she may look beautiful on the outside but haven’t developed their inner character (ie love, honesty, integrity).
These examples are similar to website owners obsessing over their search engine rankings. They may receive high rankings for specific keywords (external) but their website looks stale. When people arrive at their website they are put off by the design (internal) resulting in lower conversion rates.
7 ways to improve conversion rates with a site redesign
