Objective Generate new memberships for the Musical Heritage Society's various musical clubs while decreasing their acquisition costs. Solutions HotSocket tested the offers and, within each offer, tested the clickstream (hosting the cart on the offer page vs. having the consumer "Click here to sign up"), headlines and design, and payment options: bill-me vs. credit card only. After six weeks, HotSocket optimized the campaign based on accrued data—sign-ups increased fivefold after optimization.