How length of copy and a soft ask affects clickthrough
Experiment ID: #3471
Jews for Jesus
Experiment Summary
Timeframe: 08/11/2015 - 08/14/2015
Each month Jews for Jesus sends an email appeal. They wanted to test the length of the copy and the call-to-action of their emails in an effort to increase the click-through-rate. Would a soft ask inviting people to “click here and find out more” motivate people to click-through to the landing page, or would a hard ask that was more direct improve click-through? They put it to the test.
Research Question
Which email appeal would improve conversion rate?
Design
C: Short with Soft Ask
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T1: Long with Hard Ask
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Short with Soft Ask | 0.28% | ||
| T1: | Long with Hard Ask | 0.25% | -11.9% | 73.8% |
This experiment has a required sample size of 183,081 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The email that was shorter in length with the soft call-to-action had a 11.9% increase in conversion rate over the longer email with the hard ask. The short copy teased a story while the long copy told the entire story in the email with an ask for a gift.
People were more motivated to read more of the story than to give a gift. Though the longer copy had value proposition language supporting the ask, people weren’t ready to give a gift yet. This test didn’t validate and additional testing will be done.