It's amazing how people respond to an ad. As this fellow in the article realized when he said, ""It's fascinating to see what affects our readers," says Zucker. "I gained 1.5 percent on my click through rate by changing our background, text and border colors."

I thought that was a rather important lesson. You never know truly what the customer wants until you change what you have and compare your results. It's important for any business to realize the potential for more business by simply tweaking an already successful business plan; Even if it's something as seemingly insignificant as this. Just thought I would point that out to our readers.