This is interesting because I think what these tests prove is that people coming to the Highrise website are not searching Google for CRM terms, they are rather

This is interesting because I think what these tests prove is that people coming to the Highrise website are not searching Google for CRM terms, they are rather searching for the brand, or are coming from targeted ads... As in, they don't need to be "sold" on anything or given more information to read, they just need a button to click (are already determined to buy / now goal is to just remove barriers for them). What works here will NOT work somewhere else. Certainly will not work on my website (http://www.devside.net/server/webdeveloper http://www.devside.net/server/webdeveloper) where I have to sell the benefits from the start... Even my buy button is at the very bottom of the page because that forces the visitor to read that page... "Above the fold" is nothing but bounces and lost sales for me.