E-commerce: What to Track and Why: Four Brief Analytics Profiles

Q: What are you testing today and how does it impact site design?
Daniel Cotlar, chief marketing officer, Blinds.com: We do the best job testing e-mail campaigns. We test subject lines and the impact these have on open rates and click-throughs. We want to see how these things trend over time. But we don’t want to become 100 percent better at one thing; we need to become 1 percent better at 100 things. That will drive the most conversion, the most sales.