Test results can be skewed by Web customers. More of the test group will tend to enter their source codes, where there’s no compelling reason for the control group to enter theirs (superficially making the test group look even better).
Also, understand that Web unknown volume doesn’t represent your total Web business (especially if you’re taking source codes from customers on Web orders). Have an order type that indicates “WEB.” This will help capture all Web volume whether or not the customer entered a specific source code at the time the order was placed. At least you’ll know how many orders (and the gross demand revenue) come from the Web.
Without using source codes, you can’t read your results, and that limits your ability to move your business forward. Source codes are critical to your success.
Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in marketing, circulation planning, forecasting and analysis. He can be reached at (302) 541-0608 or by e-mail at email@example.com.