as example of ugly vs. pretty
a company I worked for had an HGH product with two versions, one that looked all sharp and professional and had the obligatory picture of the doctor ina labcoat and fancy graphs and it sucked for covnersions. The second looked like a blind, retarded 4 year old using MS Paint and AOL webbuilder and it converted 5 times better. Both sites had the same text and information, just one looked "medical" and the other looked more like a guy trying to get the word out about the wonders of HGH....
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