How changing the copy to focus on a problem/solution impacted email click rates for a non-donor audience
Experiment ID: #192540
Hoover Institution
Experiment Summary
Timeframe: 10/24/2024 - 10/24/2024
The Hoover Institution is a public policy research center and think tank located at Stanford University in California, United States.
Hoover recirculates a new content offer every Thursday by sending out an email to their Donor and NonDonor audiences. This specific test was on their Donor audience. For this test on one of their most popular offers, we wanted to see whether email copy focused on a problem/solution approach outperformed the control copy, which has been used multiple times.
Research Question
We believe that using a problem/solution approach for content offer downloaders will achieve a change in click through rates.
Design
C: Control
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.8% | ||
| T1: | Treatment #1 | 3.2% | -14.2% | 97.0% |
This experiment has a required sample size of 9,026 in order to be valid. Since the experiment had a total sample size of 22,241, 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:
14.2% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that the control email copy, which has been used multiple times and does not focus on a problem/solution approach, outperformed the treatment email copy that did focus on a problem/solution approach. The treatment saw a 14.2% decrease in Clicks for All Traffic with a 97.0% statistical level of confidence, indicating that the control performed better.
Moreover, the result was even more pronounced when we looked at both email acquisition and donation statistics. In terms of email signups, the treatment saw a 27% DECREASE with a 100% level of confidence.
Donations also experienced a decline, with a 19% decrease in donation conversions on the treatment version, with a 69% level of confidence.
In future experimentation, it is important to consider the effectiveness of the current approach before making changes. It’s also crucial to test new strategies on a smaller scale before implementing them widely. Additionally, analyzing the results of A/B tests and using statistical significance to determine the impact of changes is crucial in making informed decisions about email copy and content strategies.