May 13, 2015

Testing The Power of Print: Our Blu Dot Case Study

Problem

Blu Dot, a purveyor of modern and contemporary furniture, is known to be a challenger of status quo marketing, right down to a now infamous “curb-mining” experiment. While they understand the technology demands of today’s shoppers, the Blu Dot team needed to validate whether simple, beautifully designed print materials still had a role to play in forging new customer relationships.

Hypothesis

We believed that replacing BluDot.com’s Newsletter Sign-Up modal with a Free Catalog modal offer would drive higher catalog requests among new visitors, without negatively impacting email opt-in rates.

Solution

We designed a Catalog Request modal to test against BluDot.com’s existing homepage Newsletter Sign-Up. For a month, we monitored shopper interactions among both modals; overall newsletter sign-ups, sign-ups within the modal, all catalog requests, and catalog requests from the modal.

Results

Curious site visitors resoundingly opted to add Blu Dot to their coffee tables over a direct plea for their inbox. When the Catalog modal was offered to new visitors, print catalog requests increased 775%. Yes, you read that number properly. And Blu Dot knows, from past research, that every one of those catalog recipients drives profits for their business.

While the test validated the role a beautifully bound, hardcover booklet still played in creating new, high-value customers, it didn’t disprove the value of BluDot’s newsletter either. Because catalog recipients were auto-opted into the newsletter, email captures rose overall. Not only did we get to test the power of print, our Blu Dot investigation illustrates how results between testing variants can lead to surprising opportunities for optimization.

Click here to view the full data story.