I’ve been trawling through the results of one of my tests today, and again I’m reminded that one shouldn’t believe everything one reads.

Instead, one should test.

It is “common wisdom� that big button graphics with “click here� written on them are a no-no. Trouble is, they lead to substantially higher conversion rates on most of my split/run tests, when compared with text links.

Why? I guess it’s because there’s nothing confusing about a big, shiny button with “click here� written on it, especially when we’re talking about MSN users ;)

I haven’t found the same thing for flaming animated gifs, though…