Page Count Optimization
Hidden costs affects everything a marketer does when trying to sell more to customers.
Adding pages to a direct marketing catalog offer looks inexpensive on the surface — a small, incremental cost of paper and ink for each additional page. However, the products filling those additional pages impose additional costs that, if not accounted for, can lead to expansion of an offer in ways that do not generate incremental profit. When additional catalog pages are added to the offer, three things are certain:
- Sales will increase, on average.
- Sales on page N+1 will cannibalize the sales from pages 1 through N.
- Crossing thresholds for step costs can sneak up on you.