How the type of ask in an appeal affects click rate
Experiment ID: #7689
National Breast Cancer Foundation
Experiment Summary
Timeframe: 10/20/2017 - 10/24/2017
National Breast Cancer Foundation was sending an email appeal for BCAM, and wanted to test click-through rate on a direct ask call-to-action (give your gift here) vs. a soft ask (learn more about how you can help). The rest of the email remained the same on the control/treatment.
Research Question
Does a softer ask increase click rate in an email appeal?
Design
C: Direct Ask
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T1: Soft Ask (learn more)
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Direct Ask | 0.78% | ||
| T1: | Soft Ask (learn more) | 1.6% | 110.4% | 98.6% |
This experiment has a required sample size of 1,198 in order to be valid. Since the experiment had a total sample size of 3,996, 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:
110.4% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The softer ask increased clickthrough rate by 78%. It’s likely that the “learn more” call to action encouraged more people who weren’t initially planning to give to the donation page, while people who were already motivated to give a gift were more likely to click a link from a direct ask. This leads to a higher click-through rate, but does not necessarily translate to more gifts.