Live Action

How simplifying copy in an email can impact click rate

Experiment ID: #5821

Live Action

Experiment Summary

Timeframe: 10/23/2016 - 12/23/2016

During Live Action’s Calendar Year End campaign, they sent a series of emails asking for support to their year-end goal. One of their emails addressed what would happen in the first 100 days of the new administration and the kind of impact it would have on the preborn. The email appeals were traditionally lengthy, full of detail, and offered two opportunities for people to click through to the donation page – one at the top of the email and one at the bottom. They developed a treatment that simplified the copy and moved the call-to-action to the bottom of the email. They tested the two different emails against each other.

Research Question

Which email would increase click-through?

Design

C: Control
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T1: Treatment
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [tp-image-grid-width] => 482 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-34x50.png [admin-width] => 34 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [full-width] => 800 [full-height] => 1162 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-372x540.png [thumb_372-width] => 372 [thumb_372-height] => 540 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-430x625.png [single_post_thumbnail-width] => 430 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-22x32.png [thumb_32_32-width] => 22 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-33x48.png [thumb_48_48-width] => 33 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-44x64.png [thumb_64_64-width] => 44 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-88x128.png [thumb_128_128-width] => 88 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-46x67.png [thumb_122_67-width] => 46 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-105x153.png [thumb_153_153-width] => 105 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-112x163.png [thumb_130_163-width] => 112 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-122x177.png [thumb_232_177-width] => 122 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-448x650.png [thumb_272_325-width] => 448 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-238x346.png [thumb_271_346-width] => 238 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-187x271.png [thumb_271_271-width] => 187 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-118x172.png [thumb_272_172-width] => 118 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-317x461.png [thumb_372_461-width] => 317 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-344x500.png [thumb_372_500-width] => 344 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-186x270.png [thumb_385_270-width] => 186 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-166x241.png [thumb_416_241-width] => 166 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-282x410.png [thumb_448_410-width] => 282 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-565x820.png [thumb_448_410_retina-width] => 565 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-263x382.png [thumb_574_382-width] => 263 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-272x395.png [thumb_776_395-width] => 272 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameClick RateRelative DifferenceConfidence
C: Control 0.27%
T1: Treatment 0.10%-64.5% 100.0%

This experiment has a required sample size of 4,563 in order to be valid. Since the experiment had a total sample size of 125,841, 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:

    64.5% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment version decreased click-through by 64.5%! What we can learn from this experiment is that people needed the additional value proposition that was present in the control to motivate them enough to click-through to the donation page. The significant more clicks on the control could result in significant more donations and revenue. While we know that simplified message can help improve conversion, we need to be mindful that we aren’t stripping the email of critical messaging and weakening the value proposition.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #5821

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.