04-02-2006, 03:37 PM
Quote: Learning that it pays to challenge rules of merchandising, online retailer Dale & Thomas Popcorn has boosted conversion rates with a page optimization tool that shows the impact of large numbers of display page variations...
In another surprise, Goodman says, he learned that a common rule among web merchandisersnot to use the color red on a transaction buttonwas not necessarily true. Most web usability experts say red gets peoples attention, but that you never use red on a click-here-to-order button, because red means stop, he says. Well guess what, in our tests red beat green, which is supposed to mean go.
full article: http://www.internetretailer.com/dailyNews.asp?id=18117