So You Think You've Thought About Your Website Enough?

For example, a Motley Fool newsletter increased its conversion rates by removing a picture of the author. And a photo of the company’s chief executive will generally drive conversion rates down. “If you’re not a celebrity, you really ought to think twice about" including a photo.

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Even something as seemingly minor as changing the color or style of a button can affect conversion rates, Wachen said. For example, one client realized better conversion rates with a red button than with a green one.

“Red doesn’t mean ‘stop,’” Wachen said. “It means ‘pay attention.’”

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