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I like to think that the content sells the site, but I once A/B tested a white BG against a black BG and my sales literally TRIPLED with the black BG.
Having said that, no other site I've tested has had that sort of result. Just the one. Go figure.
Best thing you can do is A/B test the shit out of anything and everything you question. The stats won't lie to you and those stats will usually vary from site to site.
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