How simplifying copy in an email can impact click rate
Experiment ID: #5821
Live Action
Experiment Summary
Timeframe: 10/23/2016 - 12/23/2016
During Live Action’s Calendar Year End campaign, they sent a series of emails asking for support to their year-end goal. One of their emails addressed what would happen in the first 100 days of the new administration and the kind of impact it would have on the preborn. The email appeals were traditionally lengthy, full of detail, and offered two opportunities for people to click through to the donation page – one at the top of the email and one at the bottom. They developed a treatment that simplified the copy and moved the call-to-action to the bottom of the email. They tested the two different emails against each other.
Research Question
Which email would increase click-through?
Design
C: Control
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.27% | ||
| T1: | Treatment | 0.10% | -64.5% | 100.0% |
This experiment has a required sample size of 4,563 in order to be valid. Since the experiment had a total sample size of 125,841, 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:
64.5% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment version decreased click-through by 64.5%! What we can learn from this experiment is that people needed the additional value proposition that was present in the control to motivate them enough to click-through to the donation page. The significant more clicks on the control could result in significant more donations and revenue. While we know that simplified message can help improve conversion, we need to be mindful that we aren’t stripping the email of critical messaging and weakening the value proposition.