How including the first survey question in an email impacted clickthrough rate
Experiment ID: #69178
Texas Public Policy Foundation
Experiment Summary
Ended On: 08/11/2021
We hypothesized that adding the first question of a survey to give people a preview/example of the questions they would be answering and highlighting an easy entry point to begin their survey that we could increase momentum from the email and get more clicks to the survey page. By featuring one of the questions we provide clarity to the reader about what the survey process looks like and decrease anxiety and friction about the amount of time and work required to complete the survey. We also introduce an opportunity to exercise the concept of a “micro-yes” – once people are nodding their heads and saying yes to answering the first question, we can help them continue saying yes throughout the survey and eventually on the donation page.
Research Question
We believe that including the first question of a survey for a housefile email will achieve more clicks to the survey page.
Design
C: Control
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 7.6% | ||
| T1: | Treatment #1 | 12.1% | 59.5% | 99.9% |
This experiment has a required sample size of 336 in order to be valid. Since the experiment had a total sample size of 1,889, 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:
59.5% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
What we found was the treatment with the first question included in the body copy of the email generated a 59.5% increase in traffic with 99.9% level of confidence. Looking further down the process, we also saw a 40% lift in the number of emails acquired through the treatment with a 97.1% level of confidence.