Small Catalog Change Increases Response 26%

In an effort to improve catalog response rates, many companies include their website URL throughout each of their catalogs. Most often, this URL leads prospects to the company's home page or the front page of their ecommerce site. This helps increase awareness of a particular web property and gives prospective buyers an opportunity to purchase online.

However, what most companies overlook is the need to simplify the buying process for their prospects. After conducting some market research, a company recently decided to add a specific URL next to each product, leading prospects directly online to buy the product. This way, prospects didn't have to search on their own or begin from a generic ecommerce page. The result? Sales increased 30%.

The next time your produce a catalog, be sure to print the specific URLs where prospects can find and purchase your product online. This will increase awareness and simplify the buying process.