How Adding an Additional Link Affects Clicks
Experiment ID: #187291
Moody Radio
Moody Radio is one of the largest Christian radio networks in the United States. Located in downtown Chicago, Moody Radio has 37 owned and operated stations and hundreds of affiliates and outlets that carry all or part of its programming.
Experiment Summary
Ended On: 07/25/2024
For Moody’s FYE Campaign we have been testing adding images, which did not give us the results that we though it would. So for this test, we wanted to see if we gave a user another opportunity to click to the donation page, would it increase the clicks of an email.
Research Question
We believe that adding an additional link for the EDU FYE emails will achieve a higher click rate because the opportunity to click has doubled.
Design
C: Control
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.06% | ||
| T1: | Treatment #1 | 0.18% | 202.2% | 99.6% |
This experiment has a required sample size of 6,220 in order to be valid. Since the experiment had a total sample size of 28,826, 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:
202.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that adding an additional link for the EDU FYE emails significantly increased the click rate by 202.2% with a high level of statistical confidence (99.6%)! Not only did this test have a valid increase in clicks, it also saw a 300% lift in transactions at a 98% LoC
In future HUC emails, this will be the control that we will optimize upon.