Directly in line with Steve Krug's manifesto, the solution was to stop making our customer's think, and make the button look like a button! The idea of spilt testing and conversion rate optimization are certainly not new, but there is a lot of room...
Steve Krug discusses this in his classic "Don't Make Me Think," which is a valuable read for all Webmasters and online marketers. What's the most effective ad you've ever come across? Think about this for a second.
Get to know how they view competitors and how your brand and site fit in.There are a ton of usability books out there; Steve Krug's "Don't Make Me Think" is a personal favorite of mine. Steve's book is great at making the topic approachable...
