A home decor brand’s February catalog.
Every spread measured.
We took a real catalog, connected it to order data and a mailing list, and ran our attribution engine. Here’s what we found: a 4.6x revenue gap between the best and worst performing spreads.
The 4.6x Gap
Pages 4–5 (Seating + Accessories) generate $7,240 per thousand mailed. Pages 8–9 (Rugs) generate $1,580. Same print cost, same postage, 4.6x difference in return. This is the kind of insight that changes how you build your next catalog.
| Spread | Featured | Variant | Halo | Total | Conv. | RPM |
|---|---|---|---|---|---|---|
Seating + Living Accessories Pages 4–5 · 16 products | $282K | $168K | $100K | $550K | 1.42% | $7,240 |
Slipcovered Seating + Decor Pages 6–7 · 14 products | $215K | $130K | $73K | $418K | 1.08% | $5,500 |
Dining Collection Pages 10–11 · 10 products | $148K | $72K | $45K | $265K | 0.71% | $3,480 |
Rug Collection Pages 8–9 · 15 products | $44K | $57K | $19K | $120K | 0.32% | $1,580 |
Double down on Pages 4–5
Your highest performing spread combines hero seating with curated accessories (pillows, throws, lighting). The mix of high AOV anchors and impulse add ons drives both direct revenue and variant purchases. Consider replicating this layout structure in other category sections.
Expand the slipcovered seating story
Pages 6–7 perform well but have fewer products than Pages 4–5. There’s room to add complementary items (side tables, lamps, pillows) that could lift variant and halo revenue closer to the Pages 4–5 benchmark.
Rethink the rug spread
Pages 8–9 have the most products (15) but the lowest RPM. Notably, variant revenue ($57K) exceeds featured ($44K), meaning customers browse the category but buy different rugs. Consider a curated half page selection instead of a full spread, and use the freed space for higher converting categories.
Test dining placement
Pages 10–11 sit at the back of the analyzed section. Dining converts at 0.71% but has fewer products. Test moving the dining spread earlier in the book where engagement is typically higher, and measure whether position affects conversion.
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