10 Tactics for Online Testing

8. When firing shotguns, you don’t need great aim. In the offline world, versioning is expensive and often limited due to printing and bindery constraints. In the online world, versioning usually is inexpensive, often free.

Suppose you’re testing a holiday sales e-mail. You may have six decent ideas for the subject line, two possibilities for the large seasonal image and three reasonable candidates for the hero product. Considering all combinations of subject, image and product, you could send 36 different e-mail versions (six times two times three).