Why is it that...
 

I can spend hours and hours and hours optimising a site so I think it looks good (to me) but the ratios don't improve and in some cases actually go worse?

What looks good to you might not look good to others... ;-)

I think you answered your own questions.

I understand UGLY sites is where it's at, maybe yours is too pretty???

My site was and still is 'an ugly site' but I have made some changes to it that I was sure would improve conversions, unfortunately the conversions haven't improved (much).. :Oh crap

Perhaps its the same principle of why signups drop when you lower the membership prices...

(shrug)

This sounds about spot on, parculiar isn't it....

I think people only care about the content not how it looks.

It's exactly the same content as before, just changed a few headers and edited a few words..

:thumbsup :thumbsup

ohhhh... :Oh crap >>> Sets about undoing 22 hours of hard work...

it's all about the content, not the design