E-commerce: Crucial Must-Haves for Web Sites and E-mail

* Increase your advertising effectiveness by improving headlines, copy and destination landing pages. Include a value proposition, promotions, deferred billing and a buy now button.

* In e-mail, separately test segmentation, frequency, time of day/day of week, subject line, “From” address, format, offers, deadlines, length, landing pages and hold out panels in order to see true lift.