It think they'll need to do some A/B/A testing to be sure. Switch back to the original shade only for those that experienced the new shade. Maybe they'll see

It think they'll need to do some A/B/A testing to be sure. Switch back to the original shade only for those that experienced the new shade. Maybe they'll see another multi-million dollar increase? That way you could further prove that it's indeed the color that made the difference and not simply the fact that the page was changed at all. Added: The Hawthorne effect is a form of reactivity whereby subjects improve an aspect of their behavior being experimentally measured simply in response to the fact that they are being studied, not in response to any particular experimental manipulation. http://en.wikipedia.org/wiki/Hawthorne_effect http://en.wikipedia.org/wiki/Hawthorne_effect