How simplifying a cultivation email template impacted clicks
Experiment ID: #102408
Dallas Theological Seminary
Experiment Summary
Timeframe: 07/28/2022 - 07/29/2022
When sending a cultivation email offering multiple free courses to the housefile, we developed a control that had hyperlinked images and a course description that included the number of sessions for each course and the name of the instructor. Because we had previously tested into a simplified template with this audience for a monthly newsletter, we also developed a treatment that simply introduced the courses as individual hyperlinks in bullet format. We split the file 50/50 and sent the email to see which version of the email would generate more clicks to the registration page.
Research Question
We believe that simplifying an email template for online course takers on the housefile will achieve an increase in clickthrough rate.
Design
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[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-185.png
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[thumb_130_163-width] => 130
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[thumb_232_177-width] => 203
[thumb_232_177-height] => 177
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[thumb_272_325-width] => 308
[thumb_272_325-height] => 268
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[thumb_271_346-width] => 271
[thumb_271_346-height] => 236
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[thumb_271_271-width] => 271
[thumb_271_271-height] => 236
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[thumb_272_172-width] => 198
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 308
[thumb_372_461-height] => 268
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[thumb_372_500-width] => 308
[thumb_372_500-height] => 268
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[thumb_385_270-width] => 308
[thumb_385_270-height] => 268
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[thumb_416_241-width] => 277
[thumb_416_241-height] => 241
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[thumb_448_410-width] => 308
[thumb_448_410-height] => 268
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-185.png
[thumb_448_410_retina-width] => 308
[thumb_448_410_retina-height] => 268
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[thumb_574_382-width] => 308
[thumb_574_382-height] => 268
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[thumb_776_395-width] => 308
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) ) )
Results
This experiment has a required sample size of 1,115 in order to be valid. Since the experiment had a total sample size of 151,283, 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:
71.4% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
What we found was the treatment that had no images led to a 71% increase in click rate with 100% level of confidence, validly generating more traffic to the course registration pages. Interestingly enough, when we followed the control vs. the treatment visitors further downstream, we noticed that overall donations to these 3 courses experienced a 49% decrease for course registrants who came through the treatment version of the email with 98% level of confidence, making it a valid decrease. So although on the surface, it looks like we were able to convert more traffic from the email, we saw inverse results when we analyzed donor conversion rate in this experiment. Our hypothesis is that because the course images and descriptions could potentially add more perceived value in the mind of the course subscriber and better align with the landing page and donation page design experience, the control was able to produce more donations.