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You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing by Chris Goward

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The Color of Conversion

Few things are quite as personal as the interpretation of color. And few can stir such feeling and create so many arguments.

Remember the last time you debated with a friend whether a certain shade was a true orange color? Color conflict can be even more difficult to resolve within a business.

Google’s lead designer, Douglas Bowman, famously left the company out of frustration with the company’s tendency to test design and color decisions. In one example he gave, Google had been using different shades of blue in two of its products. To decide which one to standardize on, the company tested 41 shades between the products and found the one that maximized conversions.

To Bowman, that was a frustrating example of an overly ...

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