[piotr_krzyzek]

I remember this one. The problem is the statement and his design is that it also changed his sales funnel. There was too much of a change to tell exactly where things fell apart or why specifically sales did not increase. Was it the initial offer? The middle? The actual offering? ect ect ...

I agree with this assessment that new/better designs don't always increase sales, though I believe (should he ever choose to pursue it more, though I don't think he will) he'll need to do a lot of split testing on the new design to optimize it like he did on his old design.

Plus, with the new design comes an increased brand image/presence which will help him in the long run.

[tptacek]

You think the "brand image" of a bingo card generator is going to make a difference in the long run? I challenge this because "brand image" is one of those indirect value propositions designers tend to tack on to every pitch.

[underwater]

I agreed completely, but am not aware of any studies that compare purely aesthetic changes. At the very least Patrick's post shows that design is less important than a tuned Sales channel.