Eric J. Hansen

Eric J. Hansen
3 Tips to Prepare Your Website for Multivariate Testing

As a direct marketer, you've tested print and e-mail, but have you used multivariate testing on your website? In a multivariate test, variations of your site's content are presented to visitors, whose behavior is tracked to determine how each content variation affects your marketing goals, such as conversions and registrations.

A Bulletproof Holiday Website Optimization Testing Plan

Through years of helping clients develop their testing programs, I've found that without a structured plan for website optimization testing, it’s easy to end up with meaningless data, wasted time and frustrated stakeholders. The good news is that developing a test plan isn't that difficult. Although it requires careful thought and consideration, those are hallmarks of any worthwhile improvement effort.

Four Top Tips to Increase Online Sales for the 2007 Holiday Season

Retail sales figures for October were dismal, and many analysts are predicting a lackluster holiday sales season. In fact, a recent study from the National Retail Federation expects consumer spending to increase at half the pace it did a year ago, marking the slowest gain in five years due to the national housing slump, consumer credit concerns and worries about a potential recession.