Eric J. Hansen

During the past two decades, the Web has grown from an interesting academic oddity to one of the most powerful platforms for commerce in any era. Through it all, marketers have been playing with the design of the basic website to come up with the ultimate digital sales tool.

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.

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