Strategy: The Art and Science of the Test
Know how to test — then just do it
The percent lift is calculated from the control in the chart above. To the housefile, for example, free shipping with no order minimum increased the RPC 33.58 percent compared to no offer. Free shipping with a $99 order minimum increased the RPC 21 percent over no offer. Also, notice how much better the no-minimum results were compared with the $99-minimum segment.
- Companies:
- Lett Direct Inc.
- People:
- Stephen R. Lett
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