I have to present the value of UX to a room full of marketing people. I have the very-well documented ROI stating that well designed interfaces = increased customer satisfaction = reduced cost of ownership and support = increased sales via word of mouth, etc.
I've been asked to add an engagement slide documenting a well-known example where a UX decision led to "massive increases in conversion rate". The first thing coming to mind are the many examples where shortening forms dramatically increased completion - but I'm being asked for something more like "so-and-so changed the button to red and sales went through the roof!"
It could also be an example of a UX guru knowing the users so well than a terminology change or the like had a similar effect.
I know that's kind of vague and really isn't representative or giving enough credit to the field (and crosses well into CRO) but if anyone has anything coming to mind or that was asked for something similar I could use a suggestion. TIA --