How to Create Catalog Test Scenarios That Matter, Part 2 of 2
6. Always do the math on the back end. Before the creative side of testing begins, have the math in front of you. Many times the numbers will drive decisions.
7. Always test until you’re satisfied. Don’t roll out any changes to your catalog unless you’re certain of the outcome through testing, retesting and further testing.
Variables You Can Test Today (a checklist to get you started)
* Recency — the most recent names from a new list; if your list is “working”; older segments of the list; average order sizes.
* New lists in your product category.
Creative and Printing Variables
* Paper, trim size, pages, formats, photography, copy, ink-jet messages, cover versions, dot whacks, inserts.
* Gift with purchase, dollar or percentage off, free shipping.
* New or different products; repositioning older or non best-sellers via creative execution.
Jim Gilbert is president of Gilbert Direct Marketing, a full-service catalog and direct marketing agency. His LinkedIn profile can be viewed at www.linkedin.com/in/jimwgilbert or you can post a comment here or e-mail him at email@example.com.