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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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T1: Email 1 treatment
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-213x300.png [medium-width] => 213 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1.png [medium_large-width] => 640 [medium_large-height] => 903 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1.png [large-width] => 640 [large-height] => 903 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1.png [1536x1536-width] => 651 [1536x1536-height] => 919 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1.png [2048x2048-width] => 651 [2048x2048-height] => 919 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-35x50.png [admin-width] => 35 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1.png [full-width] => 651 [full-height] => 919 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-372x525.png [thumb_372-width] => 372 [thumb_372-height] => 525 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-443x625.png [single_post_thumbnail-width] => 443 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-23x32.png [thumb_32_32-width] => 23 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-34x48.png [thumb_48_48-width] => 34 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-45x64.png [thumb_64_64-width] => 45 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-91x128.png [thumb_128_128-width] => 91 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-47x67.png [thumb_122_67-width] => 47 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-108x153.png [thumb_153_153-width] => 108 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-115x163.png [thumb_130_163-width] => 115 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-125x177.png [thumb_232_177-width] => 125 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-460x650.png [thumb_272_325-width] => 460 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-245x346.png [thumb_271_346-width] => 245 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-192x271.png [thumb_271_271-width] => 192 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-122x172.png [thumb_272_172-width] => 122 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-327x461.png [thumb_372_461-width] => 327 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-354x500.png [thumb_372_500-width] => 354 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-191x270.png [thumb_385_270-width] => 191 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-171x241.png [thumb_416_241-width] => 171 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-290x410.png [thumb_448_410-width] => 290 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-581x820.png [thumb_448_410_retina-width] => 581 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-271x382.png [thumb_574_382-width] => 271 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_1_treatment-1-280x395.png [thumb_776_395-width] => 280 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameClick RateRelative DifferenceConfidence
C: Email 1 control 1.2%
T1: Email 1 treatment 2.8%133.0% 100.0%

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.


Experiment Documented by NextAfter

Question about experiment #94646

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