How increasing the number of hyperlinks in an email affects clickthrough rate
Experiment ID: #2603
CaringBridge
Experiment Summary
Timeframe: 12/01/2016 - 01/16/2017
The treatment produced a 27% increase in clickthrough rate, which tells us a few things about our readers. First, it tells us that including more links incentivizes more of them to click, or take the first initial action at the moment that the value proposition hits home. Secondly, it tells us that we had previously been losing potential donors who didn’t make it all the way through the copy to the call-to-action.
This points to an important principle: our donors and prospects have varying levels of motivation. Some are ready to give and need very little convincing, while others are more deliberative and might need more copy to be incentivized to click. Typically, we attempt to address these varying levels of motivation through multiple emails, but this experiment points to the opportunity that we might be able to reach multiple levels of motivation in the same communication.
Research Question
How will increasing the number of links in an email increase clickthrough rate?
Design
C: Single Link
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[full] => https://www.nextafter.com/wp-content/uploads/Multiple_Links.jpg
[full-width] => 716
[full-height] => 937
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-372x487.jpg
[thumb_372-width] => 372
[thumb_372-height] => 487
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-478x625.jpg
[single_post_thumbnail-width] => 478
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-24x32.jpg
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-37x48.jpg
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-49x64.jpg
[thumb_64_64-width] => 49
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-98x128.jpg
[thumb_128_128-width] => 98
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-51x67.jpg
[thumb_122_67-width] => 51
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-117x153.jpg
[thumb_153_153-width] => 117
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-125x163.jpg
[thumb_130_163-width] => 125
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-135x177.jpg
[thumb_232_177-width] => 135
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-497x650.jpg
[thumb_272_325-width] => 497
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-264x346.jpg
[thumb_271_346-width] => 264
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-207x271.jpg
[thumb_271_271-width] => 207
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-131x172.jpg
[thumb_272_172-width] => 131
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-352x461.jpg
[thumb_372_461-width] => 352
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-372x487.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 487
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-206x270.jpg
[thumb_385_270-width] => 206
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-184x241.jpg
[thumb_416_241-width] => 184
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-313x410.jpg
[thumb_448_410-width] => 313
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-627x820.jpg
[thumb_448_410_retina-width] => 627
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-292x382.jpg
[thumb_574_382-width] => 292
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Multiple_Links-302x395.jpg
[thumb_776_395-width] => 302
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Multiple_Links.jpg
[gform-image-choice-sm-width] => 229
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Multiple_Links.jpg
[gform-image-choice-md-width] => 306
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Multiple_Links.jpg
[gform-image-choice-lg-width] => 458
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Single Link | 0.35% | ||
| T1: | Multiple Links | 0.45% | 27.1% | 98.9% |
This experiment has a required sample size of 33,654 in order to be valid. Since the experiment had a total sample size of 111,982, 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:
27.1% increase in traffic
Ă— 0% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
CaringBridge had always included a “focused link” in their email appeals, which gave readers a single link to click to take action. Historically, this had been a button, but previous testing had shown that a text link performed better.
They wanted to test the effect of giving donors more places to click throughout the email—essentially linking up any text that contained a CTA, so if the donor was motivated, they could take action right then. They produced a treatment that had the exact same copy, but included more clickable links.