How Adding More Than One Link In Email Affects Clicks
Experiment ID: #187004
Moody Radio
Experiment Summary
Ended On: 07/22/2024
Moody Bible Institute runs a FYE campagin every year. For this campaign the organization will publish ads, web elements, and email in an effort to support the campaign.
For this test we wanted to see if we could increase traffic to a survey page from their email channel. To do this we tested having one link vs. two link in the email body. Below is what we found.
Research Question
We believe that adding a second link for the FYE email will achieve a higher click rate because there will be more opportunity to click and go to the survey page.
Design
C: Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.7% | ||
| T1: | Treatment #1 | 3.9% | 5.5% | 82.2% |
This experiment has a required sample size of 68,075 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 key learning from this experiment is that adding a second link in the FYE email resulted in a 5.2% increase in clicks for all traffic. While this indicates a positive impact on click rates, the statistical level of confidence was only 79.4%, which is below the generally accepted threshold of 95%. It is also important to note that once a user completes the survey, the user gets redirected to a donation page. While we don't have the data to see if increasing the number of links increased the completion rate of the survey, we can see that people who did receive the treatment had a 11% in giving at a 41% LoC (40 gifts vs 45 gifts).