1. What to test
2. How to test
3. Case study
Note about this case study. Email newsletter receivers were shown 3 different offers, beer draft, Nokia phone and an iPhone as an incentive to its subscribers. Without testing almost everyone in your company would bet that the iPhone would be the clear winner, because of its high value perception by receivers. However, the multivariate test concluded that the beer draft which was almost 10 times cheaper than iPhone, outperformed the iPhone.
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