10 Tactics for Online Testing

Almost any question can be answered cheaply, quickly and finally by a test campaign. And that’s the way to answer them — not by arguments around a table. Go to the court of last resort — the buyers of your product. —Claude Hopkins, Scientific Advertising, 1923

Savvy catalogers have long used testing to improve their mail businesses. And as the Web matures, catalogers are bringing the same discipline to their online marketing efforts.