How the position of the ask impacts email engagement
Experiment ID: #2565
Buckner International
Experiment Summary
Timeframe: 03/28/2017 - 04/03/2017
Moving the call to action closer to the top of the email resulted in a 72% increase in traffic to the donation page. However, despite this increase in traffic, the treatment did not result in a statistically significant increase in the overall number of gifts given.
What this would indicate is that we could shorten our email copy to get the call to action closer to the top and move the additional copy to the donation page. This would let us maintain the level of expressed value proposition while still increasing click through rates. This is a hypothesis that will need to be validated in future email appeals.
Research Question
Will moving the call to action up in the email increase overall email engagement?
Design
C: Ask at the Bottom
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Ask at the Bottom | 0.12% | ||
| T1: | Ask at the Top | 0.20% | 72.1% | 97.1% |
This experiment has a required sample size of 17,148 in order to be valid. Since the experiment had a total sample size of 42,712, 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:
72.1% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Over the last several months, the tone and style of Buckner International’s monthly email appeals had evolved to be longer and more casual in nature. One of the side effects of this evolution was that the call to action and link to the donation page were pushed further down in the copy.
There was a hypothesis that this may be negatively impacting the overall click through and response rates for their appeals. We decided to isolate this variable of the appeal and run an experiment where we moved the call to action up in the email. We then monitored both click through and response rates.