Racism in conversion rates

Since we have a website that is doing very well in the search engines, but not so well at converting those people into customer, we started doing some version testing. In case you haven’t come across version testing before it is where you show the website visitors different version of a webpage and then see which one is statically more likely to make the person buy your product / contact you.
One of the result that most shocked me was when we changed the picture of the guy on the front page from a good looking black guy to a good looking white guy, our conversion rate jumped by 127%. Let me rephrase that, by having a picture of a white guy on our homepage the visitors were 127% more likely to contact us! That’s more than twice as likely.

This amazed us! We never expect a rise of this magnitude. It might be something to do with our demographic, 90% of the people that used the service are middle class, fairly wealthy and white.
Most people when asked would completely deny being racist at all, but this is completely on a subconscious level. Be it right or wrong the fact remains the same, we are removing the good looking black guy from our homepage, we cannot afford to keep him there.