Statistics: Get to Know Them

You know all about testing, right? Will blue text get more donors to renew than red text? Will you get more new acquisitions with a picture of a cute little kitten or a half-starved dog? Can you do it better, faster, cheaper than you’re already doing it?

All good questions. And all test-able, along with about a million other nuances of your direct-response program. So test away. But after the test, you’ll find yourself lousy with statistics. And if you are, indeed, lousy with statistics, all your valuable testing might be for naught.