That was my first reaction to this test as well. It's not an A/B test and the conclusions are pretty much worthless. From experience though, an 'uglier' site

That was my first reaction to this test as well. It's not an A/B test and the conclusions are pretty much worthless. From experience though, an 'uglier' site getting more clicks is actually fairly common. I've seen the results on 100,000's of visitors across a multitude of landers. The rationalization that seems most common is that people click to 'get away' or get to whatever they want.