How a clear and direct subject line impacts conversion rate
NextAfter
Experiment Summary
Timeframe: 08/23/2019 - 08/26/2019
In this experiment, we were sending in invitation email out to our house file about an upcoming webinar previewing a brand new study on donor cultivation. We wondered which type of subject line would perform better – one that asks a question, or one that directly states the content.
Research Question
Will a more direct subject line lead to greater conversions?
Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Cherie, are your cultivation efforts working? | 2.9% | ||
| T1: | Brand new research on donor cultivation | 4.6% | 57.3% | 100.0% |
This experiment has a required sample size of 996 in order to be valid. Since the experiment had a total sample size of 6,348, 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:
57.3% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The more direct and concise call to action led to a 57% increase in webinar registrations at a 99% level of confidence. Interestingly enough, this was not solely a result of an increase in opens. Opens increased by about 9%, and clicks increased by 39%. This is a great example of how a subject line can have major downstream impact and set an expectation in the recipients mind of what content is to follow.
Question about experiment #17954
If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.