Good read but I would point out the whole green/red button thing is completely dependent on your site design. I've run dozens of split tests on dozens of sites

Good read but I would point out the whole green/red button thing is completely dependent on your site design. I've run dozens of split tests on dozens of sites and there is no right answer. In fact sometimes increasing contrast on conversion points lowers conversion rate. The change in message is the big takeaway from this article.