How increasing the clarity in copy for a sticky bar impacts click through rates
Experiment ID: #165274
Dallas Theological Seminary
Experiment Summary
Timeframe: 11/21/2023 - 11/26/2023
Dallas Theological Seminary had a survey that they wanted to advertise on their website to encourage people to provide feedback on DTS free online courses. Previously, they had tested the angle of acknowledging that the person reading the sticky bar was a friend of DTS that became the control.
For this test, we wanted to see if that angle was more impactful or if providing clarity on the length of the survey and extending a specific invitation to the person reading the sticky bar would lead to more clicks.
Research Question
We believe that changing the messaging and call-to-action in the sticky bar from a generic request for feedback to a more specific and personalized invitation to take a survey about the user’s learning experience will result in a higher click through rate because it is a more tangible and manageable ask.
Design
C: Control
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.21% | ||
| T1: | Treatment #1 | 0.93% | 343.2% | 100.0% |
This experiment has a required sample size of 842 in order to be valid. Since the experiment had a total sample size of 5,752, 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:
343.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that providing a specific and personalized invitation to take a survey resulted in a significantly higher click-through rate compared to a generic request for feedback. The treatment version, which used more specific and tangible language, saw a 343.2% increase in clicks for all traffic with a 100.0% level of confidence.
Based on these results, it is recommended to use the learnings from this experiment in future experimentation. When designing sticky bars or any other call-to-action messaging, it would be beneficial to use specific and personalized language that clearly communicates the purpose of the action and the value it provides to the user. This approach can increase engagement and participation rates. Additionally, it is important to continue testing and iterating on messaging to optimize click-through rates and other desired outcomes.