Too much or too little whitespace can have a similar impact on users. Space between elements on a category page can give a page an “unpolished” look, which will damage visitors’ confidence in the site. Your goal is to have enough space so that a user can distinguish the different elements and you can avoid cluttering the page.

The image can convince site visitors either to move forward with their purchase process or that the product is not for them. Figure 4-26 displays an image of an ecommerce site offering engraved and personalized gifts. Would you purchase from this site if this was the main image on the home page? Do the gifts look like something you would present to a loved one? It’s a matter of taste, but you can be certain that more optimized images and close-up options will build user confidence in the product.

Building user confidence has never been a more enjoyable challenge than it is today because of all the technological advances that allow companies to sell more effectively. Apparel stores have taken products to an entirely different level with their virtual models. A user can select her body type and size, and in some cases upload a photo of herself to model the clothing—all from the comfort of her home. Although the technology still has its flaws, it allows users to leave nothing about the product to the imagination. So, do not clutter your page with competing images. All elements need to work harmoniously to support the value you offer your customers. This pertains especially to landing pages that are standalone (i.e., the subscription or email capture happens within one step). Since there is usually one primary goal for such a campaign, competing messages can deter from the main objective of the page and the value you are trying to reiterate.

Figure 4-27 shows the main home page for Hasbro.com, the large toy manufacturer. Although flashy neon colors may work for Hasbro because of the products it sells, these colors can deter from the main objective for other websites. Can you determine by looking at Figure 4-27 what the designers of the site want visitors to do? The “Shop” feature, which might be one of the most important functions of the site, is crowded with too many competing elements.