This website cost over $12 Million

Was it worth it? Does it convert great?

Let’s make it clear right from the start. They bought the icon_dot_com domain name for $12 Million. The website likely cost a fraction of that.

But Icon is causing controversy not only because of reckless overspending, but also some of their design choices. Does this even convert?

They don’t share a lot of real data on conversion, but the website apparently did change a couple of times already.

There is more controversy with that site however. It’s not just the design choices, as there’s some deceptive tricks that are supposed to manipulate your psychology.

Are they ethical? I leave it for you to decide.

Designers are also (rightfully) asking the question now: does this condensed (asian style) design even work in the western world?

This style of heavily condensed design is very popular in Asia

Let’s break it down

I have my own process of analysing design, based on my past knowledge and experience of the good practices (heuristics).