Industry Eye: Prospecting - Paul Fredrick, GreatSkin, Zappos

Paul Fredrick has tested single-product and multiple-product offers. The ads usually list its Web site. “Print is highly scalable,” Abbott says. “We now acquire more new customers through print than through any other channel.”

Although it constantly tests different ads, Paul Fredrick has stuck with a $19.95 Oxford shirt. “We’ve taken a little hit on the front-end acquisition,” Abbott says, referring to the shirt’s low price, “but have seen better lifetime value as a result.” —Paul Miller