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How Gamma Tested and Improved the ROI of Their Digital Brochure

Location: NL
Industry: Hardware / DIY
Website: https://www.gamma.nl/

A man holding a phone displaying GAMMA's mobile-optimized leaflet. A clear grid, large text, and clear CTAs.
GAMMA's paper and digital leaflet side-by-side show that the digital version is not just a 1-on-1 conversion. Paper and digital are not the same.

Dutch hardware retailer GAMMA knows adjusting their brochure for online use would cost time and money…but would it be worth it? They decided to test their theory that making adjustments for the digital space would pay off in terms of ROI because:

  • Reading a digital leaflet online is a different experience from reading it offline
  • The ROI of their webshop conversions was already very high (and boosted by their digital leaflets)
  • Digital leaflets are becoming more critical and popular

Here’s how they tested the ROI of their digital brochure — and you can too!

Start with the benchmark

Before testing improvements, you must know your brochure’s current performance. GAMMA started by measuring the traffic and turnover generated in its online store through its digital leaflet. They did not change the brochure’s layout yet; they only added links for measurement purposes.

GAMMA's unoptimized digital leaflet has tiny, unreadable text and doesn't use space optimally. This makes it non-mobile-friendly.

Online Grid — adjusting and testing the layout

The reading experience in a digital leaflet differs from the physical version—readers tend to skim and skip online content more quickly. When designing a digital brochure, it must be done so that readers can see offers at a glance. The space on a mobile screen is limited, so it has to be optimized.

GAMMA adjusted the layout of its brochure by using what we call an Online Grid:

  1. A mobile-friendly format
  2. Only including the price and title of the product
  3. Using one product image per listing
  4. CTA buttons
  5. Deletion of smaller text
  6. Footers
GAMMA's digital leaflet has a clear product grid that makes a good layout for mobile phones.

A/B Testing

During the A/B test, the optimized and non-optimized versions went live simultaneously. There was also no difference in content, which allows for a pure performance comparison of the layout of both versions.

Two phones displaying the same page from GAMMA's digital leaflet. Left: Non-optimized, with tiny text and a non-mobile-friendly layout. Right: A clear product grid, bigger text, bigger images, and CTAs added for a better mobile layout.

Result

After several A/B tests and measurements, GAMMA was able to take stock. During the evaluation, GAMMA also included the webshop’s conversion data alongside the digital leaflet’s performance. The result?

Because of the positive ROI, they were able to make a case for optimizing their brochures using an Online Grid.

If you think your company can benefit from similar customer solutions please contact our Enterprise Team.

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