Strategy: The Art and Science of the Test

1. Clearly define the purpose of the test; define the objective.
2. Prepare a pro-forma; do your financial analysis.
3. Always test against a control.
4. Only test one variable at a time; keep everything else the same.
5. Run tests during your off-season whenever possible.
6. Always retest against a control or another offer.
7. Make sure your sample size will yield statistically valid results.
8. Source code the control group and test groups properly.
9. Read the results and act on what you see!