SUMMARY: This Case Study has one very big stealable idea for a way to improve your Web site results. Read it and then test it out for yourself.
Most Web site changes lead to incremental growth. You change a bit of copy, or the color of a button, and voila .005% more of your visitors buy something. Which is to be celebrated. Once in a blue moon a single improvement makes a profound difference to the bottom line. Briefing.com found one that meant some visitors were four times more likely to buy.