10 Tactics for Online Testing

If your team isn’t using these statistical-significance formulas yet, you can get training from The Direct Marketing Association (www.the-dma.org/seminars/statistics/), or check out the Excel spreadsheet we posted with the basic formulas at www.rimmkaufman.com/statistics.

6. Assign unique tracking codes. Online testing without proper tracking is like flying an airplane blindfolded. To be able to read your tests, each cell needs a unique tracking code. Make sure your tracking application can report key metrics (e.g., visits, sales, ad expense) for each code. Also be sure your tracking application allows you as many keycodes as you need.