You have one chance each year to make your holiday books great, to figure out how to optimize performance, to expand circulation, and to grow revenue for the following year — and that chance is now.
Testing is key to figuring out ways to improve your catalogs, and there are a million variables that can be tested. What can you learn now that will make a difference next year? What’s worth testing? What should you test first? How do you interpret the results?
Christopher Werler from Amherst Direct starts this talk off with best practices for setting up tests. He shares a simple test structure and explains how to control variables, and how he sets up controls. Chris also highlights test variables that are most likely to lift performance.
If you’re new to testing, this is a great place to start. If you’re familiar with testing and looking for ideas and tips on what to test and how to take some of the pain out of the process, there’s lots of good information in this class.
Bottom line is: if you aren’t testing, you are leaving money on the table next year. What would a 3% lift look like to your bottom line?