K.I.S.S. - keep it simple stupid. I have noticed the following is a fairly accurate order on conversions. Listed in order of best to worst.
1. design in style of site and quality exclusive content.
2. design not in style of site, but quality exclusive content. (higher click thrus than #1, but lower conversion ratios to sales).
3. design in style of site and carefully selected and purchased content. (conversion rates drop based on how accurately the content portrays the site and whether or not the surfer has seen the content before).
4. design not in style of site and purchased content (might get higher click thrus than #3, but the conversion to sale ratios will be lower).
5. design in style of site and sponsor provided free content. (content is over-exposed, but may still draw some clicks if the content is really good).
6. design not in style of site and sponsor provided free content. (find something else to do with your time).
