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The Power of the “Parent Book”

One of the things we do at Pictage is a LOT of testing, which allows us to gain insights like these:

1) You sell more prints when customers view full size vs. thumbnails

2) Site background color (black or white) has no impact on sales

3) Folders have a MAJOR impact on sales

Recently we completed a test designed to sell more coffee table books to parents. Here is what we found…

During the January coffee table book promotion we changed the words “Coffee table book” to say “Parent Book” on half the marketing emails to parents.  We were able to easily identify parents because every visitor must indicate their relationship to the event.  From this data we can target marketing messages to specific types of guests when we run a promotion. There was no difference in the actual products being offered or where the emails took you. The only changes were the subject lines and the headline in the email.

Below are copies of those emails and the results of this test.

Control group subject line:

Just a few days left to save 25% on all Books


Test group subject line:

Moms and Dads. Save 25% on all Parent Books


Check out these results!

– 14% increase in the number of people who opened the email

– 41% increase in the number of people who clicked on the email

– 89% more book orders!

So in a nutshell – when talking to parents, no matter whether you sell coffee table books or albums we recommend you call them Parent Books.  It’s a quick way to increase your sales.

Check back here for more insights in the near future.  Post a comment below and tell us about your experiences.

Ken Walker

Senior Product Manager

Pictage, Inc.

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The NEW ShootQ is Complimentary while in Beta mode for the next few months.  Enjoy!