Strategy: The Art and Science of the Test

With regard to prospects, I often see an increase in both the response rate and average order size. When there’s a minimum, customers try to get to the minimum. Once they do, they stop buying. With no minimum, customers shop and spend more.

Simple Testing Rules
Test an offer with no minimum against your normal minimum order size. Or do a three-way test: the offer with no minimum vs. the offer with a minimum vs. no offer at all. This should be tested to both the housefile and to prospects. Execute the test properly so you can read the results. Follow these best practices I’ve found over the years that will ensure an accurate and measurable result and a sound conclusion: