Direct Marketers know that regular, small (even imperceptible) changes can increase response rates. In other words, a reader might respond to something he/she didn’t respond to previously, just because the layout is a little different.
Some small changes will have noticeable effects, while others won’t. The ones that work well, you’ll want to keep. So, in addition to testing big things, make small changes to your Website, email newsletter landing page, or what have you. Then, watch how response rates change from one week to the next. LC