> I don't see where color scheme, button text or carousel slide order will make a difference if you're selling something someone really needs, is informed about

> I don't see where color scheme, button text or carousel slide order will make a difference if you're selling something someone really needs, is informed about, etc This is true if you are unique in the market of a lot better than competitors. But if you are only 5% better even people who know quite a lot about your services and niche will not always be able to tell. Agree that "white hat" conversion rate optimisation should be about getting people to understand the product