How Crutchfield Does In-House Testing

Testing is at the core of every direct marketer/cross-channel retailer's DNA. Without it, you're left wondering what works and what doesn't. A well-executed test — be it an A/B split, multivariate, in-house focus group, etc. — provides insight into what the consumer is going to do next. In a session at last week's eTail East conference in Baltimore, Archie Miller, senior manager of web design and development at consumer electronics retailer Crutchfield, detailed how his company uses in-house testing to learn about consumers.