Not quite sure I fully agree with this, having played myself with a/b tests for big box publicity, changing the message as lead to tremendous changes. Same for

Not quite sure I fully agree with this, having played myself with a/b tests for big box publicity, changing the message as lead to tremendous changes. Same for the website, conversions has changed a lot, not always for the better. I do fully agree that buttons color really doesn't matter, which may explain OP new vs old website conversion rate, frankly it's about the same layout, without any different call to actions.