We’ve all seen websites and emails with huge “white space” on the edges…forcing you to scroll like mad just to read a few short paragraphs.
If you’ve ever wondered why sites are designed this way, it’s because someone did some study that “proves” these perform better. According to what I was taught, they even went so far as to determine exactly where images and a call to action should be placed for better conversion. Whether it’s selling a product or getting people to join an email list for a product or service, the study showed a greater rate of return.
I don’t believe the results, exactly.
In my opinion, this style talks down to its audience. It resembles the style of children’s books and early readers. I find it annoying to have to scroll just to read a short message. Finally, the only time I heard this style defended, it was by an incompetent web designer and marketer.
So, I suspect the study measured products and services that target an undereducated segment of our population. The immature style is successful with an immature audience. If a product or service wants me to pay attention, then they need to treat me like a well-educated potential client.