A good test is one of the most effective tools to learn what works; a bad test is one of the easiest ways to learn something that isn’t true. Sorting the good from the bad mostly comes down to consistently following some simple rules, and resisting the urge to take shortcuts.
Same as last year, but here’s to a different title next year.
Our guide to getting the best from your tests!
2016 was absolutely a terrible year, but we learned that when the White House goes low, fundraising goes high.