[nerdponx]

I think this kind of misses the mark in some cases, or at least ascribes causality where there's little evidence for it. Some alternative hypotheses about slides 20, 22 and 23:

- The inSSIDer ad on the right looks got fewer clicks because the styling is outdated and obnoxious, whereas the one on the left is on-trend.

- The "control sweat" ad is worse because the word "sweat" is right there in big letters, and that's distasteful.

- The buttons with "free" got fewer clicks because they talk about money, not about the benefit of the product. Talking about money up-front is a warning sign to people, like they're overeager to prove the wrong thing to you.

[tmnvix]

> The "control sweat" ad is worse because the word "sweat" is right there in big letters, and that's distasteful.

The more successful alternative had "my armpits are always wet" in the equivalent location.