Pathway to Victory
How using buttons instead of hyperlinked copy increased click-through rates for Pathway to Victory
Experiment ID: #94646
Pathway to Victory
Experiment Summary
Timeframe: 05/20/2022 - 06/03/2022
Established in 1996, Pathway to Victory serves as the broadcast ministry of Dr. Robert Jeffress and the First Baptist Church of Dallas, Texas. Part of the ministry’s digital offerings includes a podcast hosted by Dr. Jeffress. This experiment involved driving traffic to the podcast through an email that promoted the availability of the podcast on Apple’s platform. We tested whether a plain-text only email would impact click-through rates when tested against an email with the Pathway logo and a CTA button. The body copy was the same on both emails.
Research Question
We believe that using a CTA button instead of hyperlinked text for email subscribers will achieve an increase in click-through rates.
Design
C: Email 1 control
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) ) )
Results
This experiment has a required sample size of
594 in order to be valid. Since the experiment had a total sample size of
81,486, 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:
133.0% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Using a logo and CTA button, instead of hyperlinked text, drove a 133% higher click-through rate. Since this email was more promotional in nature, we hypothesize this was because people were able to easily subscribe to the podcast through a one-click button (since most people subscribe to a podcast through their mobile device.