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I think a site looking nice may add a bit of trust between the webmaster and the program just due to the fact that if it looks nice, it conveys a sense that the program owner cared enough to pay for a nice design, so in a webmasters head, that must mean that the program makes money and that the owner doesn't mind spending it. I think content is the main key in conversions anyway. My top converter doesn't look as good as some others but it offers a very unique set of content that subscribes to a very specific genre. It's converted @ no more than 1:60 in the last 8 months for me and I am doing nothing special. Submitting to TGPs and running a couple banners is all. Whereas I have promoted some of the flashier places in the same way for the same amount of time and haven't got a single sale to this day from them.
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