Ever obsessed about whether or not your Call-To-Action buttons should be red or blue? Or whether your menu should have 6 navigational options or 7? It’s normal for those of us who care about our business to overthink these details. Obsessive compulsive proclivities aside, there is inherent value in thinking through this minutiae and how it relates to the overall user experience. If we’re running any sort of e-Commerce, the good news is that the end goal of such experimentation is abundantly clear – we want to see an increase in sales.