If you take a look at this pic....



The man who ran the ad, Melvin Powers, reported ad A pulled three to one over ad B.

He thought the newspaper format in ad A helped, but also a single word on the cover of the book title may have been a deterrent to order (hypnosis)

So, as a marketer, you never know what may help or hurt response.

In most of my tests, including the ebook cover at the top of my site usually lowered conversions. Not always, but surely most of the time.

So, looking more like editorial content and not like you're trying to sell something can often convert better.

Not only that, but testing different formats and layouts is a must.