The larger e-commerce sites spend a fortune playing around with all these factors and do serious ab testing with sample groups. I saw a presentation a few months back showing the results of one of these tests using cameras to track people's eyes as they move across the site as well as clicks. Cheap no, can we see the results and copy them yes e.g. amazon.com and the other big e-tailers. If you are using adwords they now provide an ab testing facility but you need high volumes of data to get meaningful data.
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