Test, test, test

With all this reverse marketing talk about customer centered websites, I have asked myself a question- are all of the suggestions and tips for sure "homeruns" for any website?

The answer is- I don't know. Although we may follow the studies and cases and tips by professionals, the fact of the matter still remains that we cannot perfectly dictate the actions and habits of online consumers. The only way to get good results from any idea implemented is to test the new idea against what you currently have. Often times you will be amazed at the results.

For example: J.Jill retailer ran a promotion through their email campaign. They wanted to offer free shipping for orders over a certain dollar amount. Nothing new and revolutionary. But the marketers were trying to decide the right dollar amount to put. So they came up with a couple of dollar amounts and decided to test one against the other. One offer gave the free shipping to any order over $75. The other offer gave free shipping for orders over $150. The email was sent out and the results came back.
Interestingly enough, the offer with orders over $150 dollars had just as more purchases than the other offer- obviously bringing in a lot more revenue as well.
It just goes to show that you never know what the cat will bring in unless you test the different options first.