George W. Bush Presidential Center

How increasing the exclusivity of the offer affects email clickthrough rate

Experiment ID: #11503

George W. Bush Presidential Center

Experiment Summary

Ended On: 03/01/2010

Before the George W. Bush Presidential Center officially opened, we ran an acquisition campaign to try to recruit founding members. Part of this effort involved the use of rented lists with an offer to make a charitable donation. Results were decent but we wanted to find a way to attract additional traffic and, conversely, additional donors. As a result, we ran a small test to increase the exclusivity of the offer in the mind of the reader.

Research Question

The exclusivity of being a “charter member” will be more appealing than “standing with President and Mrs. Bush” thus leading to more click throughs


C: Stand with President and Mrs. Bush
T1: Become a Charter Member


  Treatment Name Click Rate Relative Difference Confidence
C: Stand with President and Mrs. Bush 0.78%
T1: Become a Charter Member 1.9% 141.3% 100.0%

This experiment has a required sample size of 833 in order to be valid. Since the experiment had a total sample size of 200,000, 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:

    141.3% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The exclusivity that was conveyed with being a “charter member” increased the value that would result from the click. As a result, we achieve a 141.3% increase in click through traffic. This additional traffic resulted in a 42% increase to overall campaign revenue!

Experiment Documented by Tim Kachuriak
Tim Kachuriak is Chief Innovation and Optimization Officer of NextAfter.

Question about experiment #11503

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