Thanks for the writeup. Its certainly a mystery to me as well. Over the years, the designs I was 100% confident on, became complete failure. To this date, I don’t know the reason why. Then there are some designs and themes that I released just for the sake of releasing it, and they became massive hit.
I cloned those same designs with perfect, improved design, with better features. Placed them right beside the old one and guess what? The old one still sold better than the new, better one.
Sometime, it makes me think — whether the “spammy sales letter” designs is really the way to go?