How and What to Test Effectively

A typical test matrix might look like the example in the chart above. In this example, the control is no offer at all. However, through this testing process, the control will be whatever offer (if you continue to use an offer every time) that you decide to use on an ongoing basis. Some mailers have used an offer so often that it becomes the control. In this case, you may end up testing no offer against the control (e.g., free shipping or $10 off).