Testing Your Way to a Breakthrough

4. Add or subtract pages. Although adding pages is a much better sign of a company’s health and vitality, subtracting pages (even if only during off-season) can be effective at optimizing results. Often a book with a different page count really can move the response needle. Whether it’s getting more sales from your better customers or optimizing your costs, check out both areas of opportunity. Before adding pages, I suggest that at least 75 percent of your current pages be profitable. This could even be true only for your better segments as long as there are enough of them to merit the extra cost and complexity of adding the pages.