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A few things to consider
1. Design is way more than flashy graphics.
Some of the simplest looking designs are the most productive ones, but this doesnt mean that design doesnt matter.
Producing a simple, productive design is way harder than making a flashy site with tons of eyecandy... Altho you may think "Shit I can make a design like that in 5 minutes"
2. Good content sells without good design and shitty content sells if wrapped in quality proffesional design.. Combinig good design with good content sells even better
3. Different people respond to different things... Some of the surfers might be distracted from the content by too much color or too many small details in the design and the sale is lost... On the other hand the surfer might not trust a site with a simple, unprofessional lookining design so the sale is lost again...
Thats why I think every paysite should have at least 2 tours, each webmaster knows his traffic best and can decide which tour to go with when promoting the site.
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