• Copywriting Test

• Advert layout test

• Test positioning of adverts

• Insert tests

• Testing new lists

• Testing new models in the coops (rounds?)

• new products

• Catalogue pagination

• Catalogue size

• Positioning of pareto products in the catalogue.

• Tests on “superwinner“ products(?)

• “If you are not testing you are failing.“

• TEST

• Look at your newly acquired customers for a period between 12 months and 3 years to measure howmuch contribution they bring, excluding the initial costs of acquisition. This is your lifetime value (LTV) andcan be used to determine appropriate levels of budget and budget allocation.

• You may of course slice and dice the new customers. Catalogue, advertisements, inserts and online tend tohave a different LTV

• Lifetime Value, aka payback

• The golden number

• New GB vs Old GB layout

3

• New vs old advert layout test

WerbemittelWerbe

codeEC Title Description ET Circ Orders Resp Cost/ piece

Total

CostsCPO

neues GB Layout 0371 E7 Telegraph A Split 22.04.2017 318.465 76 0,02% 0,01 € 3.081 € 40 €

neues GB Layout 0371 E8 Telegraph A Split 20.05.2017 318.465 59 0,02% 0,01 € 3.081 € 53 €

636.930 135 0,02% 0,01 € 6.162 € 46 €

altes GB Layout 8471 6E Telegraph B Split 22.04.2017 318.465 52 0,02% 0,01 € 3.081 € 60 €

altes GB Layout 8471 6K Telegraph B Split 20.05.2017 318.465 31 0,01% 0,01 € 3.081 € 100 €

636.930 82 0,01% 0,01 € 6.163 € 75 €

Neu g altes Diff 53 0 0 -1 -29

% Diff 63,8% 63,8% 0,0% 0,0% -39,0%

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• Neues g altes Layouts

• Neues Altes

• Cannibalisation I

• Cannibalisation II

• Cannibalisation III

• Cannibalisation IV

• GB-VL, Andrew Wilson and LTS have all identified the english product text as being „sub-optimal“. We ran an A/B Test in SOB of the top 54 continuation products. The test was also run online. The changed text was perceived to be superiour, ie more emotional, explainingUSP, etc.

• Results;

• a large, statistically significant, in in orders and net turnover from the new text.

• GB, next steps;

• Online test of the current text (A/B je Besuch?) ASAP

• GB roll out of all current „new copy text“ ASAP

• Change all Spring/Summer 18 „continuation products“ ASAP

• Set up a system to analyse future seasons from Autumn/Winter 18.

9

• Copywriting; Product text test, Overview

10

• Copywriting results overview and examples of changes

• Original Copy:•

• 6506710132• Blouse with 3/4-length sleeves• Blouse by Peter Hahn with an extravagant zebra design print, the colours shading to become darker towards the bottom of the blouse, making

each one unique. 3/4-length sleeves with tab and button for rolling up, full-length button band and curved hem. In 100% viscose. Length approx. 28 ins. Machine wash.

• New Version:• 6506710132 • Blouse by Peter Hahn with 3/4-length sleeves. Silk-like viscose drapes delightfully and provides the perfect canvas for an exotic zebra print

that darkens as it nears the hem. No two prints exactly alike, making each your personal work of wearable art. 3/4-length sleeves with tab andbutton for rolling up, full-length placket, and curved hem. In 100% viscose. Length approx. 28 ins. Machine wash.

•

• Original Copy:• 6506710019• Blouse by DAY.LIKE with short sleeves.• concealed button band, chest pocket and curved hem. Thanks to the stretch satin in crease-resistant quality, it feels simply fantastic and even

looks fabulous even after a long day! 97% cotton, 3% elastane. Length approx. 27ins. Machine wash.• New Version:• 6506710019• Blouse by DAY.LIKE with short sleeves. A fabulous blouse, in a stretch satin with a sensationally soft hand, that keeps its sharp looks all day

thanks to the wrinkle-resistant blend. Hidden button placket, chest pocket, and curved hem. 97% cotton, 3% elastane. Length approx. 27ins. Machine wash.

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• Pareto

• Always concentrate on your bestsellers in your customer acquistion

• Test customer acquistion Products vs „superwinner“ products.

• Others;

• A4 58 pages; was good

• A4 132 pages; was good

• A4 198 page; some success; but expensive, so lowered the circulation

• A5 58 Pages, not as good as A4 58 pages. Also did not work as an insert.

• An other way to paginate;

Superwinner products in a 32/64 page section with a 4 pg cover, including intro letter and best productonback cover. Further 32/64 page section with continuation products. further 32/64 page section withnew products. Only the best customers get all sections. New customers and older not good performingcustomers get the superwinner section and cover. This may be mailed 3-4 times. Ideally you would aim for20-22 catalogue drops a year.

• Winner; A4, 100 pages

• size of catalogue

In 2018 eight customer acquisition windows in a year.* I have seen twenty two.

Our best swap partners are in all mailings.

• Frequency of mailings