E-Commerce Insights: Use Online Testing to Increase Print Catalog Response Rates
4. Use online testing to evaluate promotions. Which holiday promotion works best: “Free Shipping on Orders More Than $100,” or “Buy Three Widgets and Get the Fourth FREE?” I don’t know. You don’t, either. Web testing lets you observe the response lift and the discounting costs of each promotion before committing to something in print.
5. Use online testing for pricing tests. For the brave, but possible.
Of course, not all online insights generalize to print. For example, I wouldn’t use homepage layout to inform catalog cover design; they’re simply too different. But if you grant me the Big Assumption, you can bring many Web messaging insights back to the printed page.
To get going, all you need are some ideas about what to test. After being shackled for years by the chains of in-the-mail testing, you and your team likely will have ideas in abundance.
You need testing software. You can get great Web testing software and spend five or six figures. You can also get great Web testing software for free (see below).
That’s it. You could be running tests on your site by the end of next week.
How It Works
There are many fine testing platforms available, including software such as Offermatica, Optimost and SiteSpect. Let’s say you choose to use Google’s Website Optimizer (GWO), which is free for AdWords advertisers. You don’t even have to install software or buy additional hardware; GWO runs on Google’s servers.