How adding 3 links to a fundraising email for members affects the click-through rate.
Experiment ID: #170358
The Heritage Foundation
Experiment Summary
Ended On: 02/23/2024
We conducted this email experiment for The Heritage Foundation’s Founder’s Day campaign. In the email, the President thanked members for their generosity and the issues America is facing. The conclusion of the email includes a call to action to donate.
We wanted to know if having three hyperlinked calls to action placed at the beginning, middle, and end of the email would motivate members to click more than having only one call to action at the end.
Research Question
We believe that having three calls to action throughout an email for members will achieve a higher click-through rate and lead to an increase in donations because it provides more opportunity to take action.
Design
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.26% | ||
| T1: | Treatment #1 | 0.49% | 86.3% | 100.0% |
This experiment has a required sample size of 5,567 in order to be valid. Since the experiment had a total sample size of 59,755, 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:
86.3% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment indicate that the hypothesis was supported by the data. By having three calls to action throughout the email, there was a significant increase in click-through rate compared to having only one call to action at the end. This suggests that providing multiple opportunities for members to take action can lead to better engagement.
Note: While the click-through rate increased the conversion rate decreased by 56%. However, the level of confidence for the conversion rate was not above 95%.
In future experimentation, we should continue to test the effectiveness of varying the placement and frequency of calls to action in our communications. By identifying the optimal number and placement of calls to action, we can improve the overall success of our campaigns and better engage our audience. Additionally, we should consider applying this learning to other channels such as social media, website content, and fundraising events to maximize our impact and reach our goals more effectively.