Strategy: The Art and Science of the Test

Based on the testing I’ve done, you can expect a significant increase in the revenue per catalog (RPC). Your actual results may vary, but both the response rate and average order size will most likely be higher with no dollar minimum. Most of the benefit comes from an increase in response since more people are able to qualify for the offer. That means more people are ordering and being added to your 12-month buyer file. Shown below is a summary of actual test results for no minimum vs. a $99 minimum vs. the control (i.e., no offer).