Can Catalog or Internet Offers Make a Difference? (1,261 words)

3. Tracking results is crucial. If an offer test is properly constructed, tracking and measurement are quite simple. Each test and the control must be given unique source codes. Looking at response rate, AOV and sales per catalog will allow you to compare the tests. Small and medium-size catalogs often find that careful tracking of source codes is too difficult. There is little reason to test offers if you can't track results. If more than 10 percent to 15 percent of the orders are "uncoded" or cannot be directly attributed to a specific source code, you have a problem.