Although the online version of your doordrop might be a different experience for your reader than your offline version doesn’t have to mean that the insights from the online version can’t tell you something about your offline version. The content in both versions is the same. So the attention a reader gives to certain content items or categories can tell you a story about how readers read your publication. Surely the data from the online version is collected a lot faster (and cheaper) than using customer panels. Besides that the data from the online version maps behavior, which is completely different than opinions from a panel.
Your online doordrop can be manipulated in different ways. Creating a A and B version of your online doordrop doesn't have tot be very intensive. But showing A & B versions to different samples of your readers can show results in how much attention different elements of your doordrop attract.
One of the elements you can manipulate is the color of your pricing. Changing 1 or 2 items with another color and comparing this with the regular version unveils how much difference a color change can make. Measuring the readers attention in time on page and clicks on a specific item can give you a significant difference or not.
Products per page
Another element of your doordrop that can be measured with data from the online doordrop is the amount of products per page. Real estate is a precious element in your doordrop, so you might want to know how much items (in a specific category) is ideal for your readers. Manipulating the amount of products per page in an A/B test can show how much interest readers have on that page. Multiple tests can unveil the ideal product per page ratio in certain categories.
Choosing a grid for your doordrop is a study in itself. Don’t forget to test different grids in the online version, you can quickly gather insights in the behavior of readers. Shuffle the same amount of products in a more (or less) structured grid to see if people behave differently. And if these changes are significant or not.
Choosing your hero offers comes with a lot of internal collaborations. But shoppers give signals of the interest in a hero offers from your online doordrop. Keeping track of when specific offers perform the best will give you a lot of information about when or when not to choose a certain item to be the hero. Do not only let internal factors play a role, but let you shoppers play a role in this decision making as well.