When Testing, More Is More

Do you know how big your “buy” or “submit” button should be? How about what color? Should your online registration process involve more than one page?

Right about now the old-school direct marketer in you is thinking something like, “I’m not sure, but I know how to find out: Test. Test. Test.”

Thing is, if you’re like most of your colleagues when it comes to the Web, you’ve been paying lip service to direct marketing principles online, but that’s about it. The reason: Online marketing is cheap and, as a result, hasn’t forced the type of discipline onto marketers that print does.

Read more: http://multichannelmerchant.com/lists/when-testing-more-is-more-01042007/