How increasing urgency in email copy affects clickthrough rate
Experiment ID: #3814
Harvest Ministries
Experiment Summary
Timeframe: 04/01/2016 - 05/02/2016
Harvest Ministries was sending a mid-month update on their fundraising appeal for the month. The offer was a book by Joni Earackson Tada. The control email highly incentivized the click by asking the reader to “find out why” the sender (Greg Laurie) admires Joni, the author of the book. While this might drive a lot of clicks, we’ve seen this approach drive much lower conversion rates, as those who click through are not as motivated to accept the offer.
Our first experiment showed that increased clarity, in this case, decreased clickthrough rate. We devised a new treatment that leaned into the transactional nature of this email and maximized urgency to get their own copy of the book before Mother’s Day.
We split the file and ran a test to see which email won.
Research Question
Will increased urgency increase clickthrough rate?
Design
C: Find out why
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T1: High Urgency
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Find out why | 2.3% | ||
| T1: | High Urgency | 1.6% | -28.8% | 100.0% |
This experiment has a required sample size of 3,416 in order to be valid. Since the experiment had a total sample size of 122,199, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
28.8% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment produced a 28.8% decrease in clickthrough rate, which showed that the “tease” copy in the control still provided a greater incentive to click. However, the treatment email produced a 32.6% higher conversion rate on the page, which made revenue almost even between the two treatments. This prompts further testing to find an email that incentivizes the click while providing motivation to complete the donation.