I've been harping about the need to test how your winery Web site performs.
What if, instead of selling wine, you were dealing with something really important, like electing a President?
This video (at the 10:45 mark - just drag the progress button to the right) spends less than 5 minutes demonstrating -- in a very dramatic way -- that your intuition about what compels people to take action is very likely completely wrong.
Enjoy it with your Sunday morning hot beverage of choice. It's worth watching all the way to the end (at the 33-minute mark -- the last 15 minutes is Q&A), as he follows with a segment on how a visitor's prior experience changes what they respond to, and another complete case study not related to political campaigns (but not related to wine, either).