Popcorn e-retailer boosts conversion rates by challenging merchandising rules

[Kristijntje]

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 merchandisers—not to use the color red on a transaction button—was not necessarily true. “Most web usability experts say red gets people’s 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