How the intensity of the call-to-action affects email clickthrough rate
Experiment ID: #3684
Susan B. Anthony List
Experiment Summary
Timeframe: 04/07/2016 - 04/10/2016
In efforts to learn more about what motivates non-donors to click-through in an email, SBA List did a test of the CTA in one of their email appeals during a money bomb. The soft ask made no mention of giving a gift and the hard ask had a direct ask for a gift. Would a soft CTA get a higher click-through-rate than a hard CTA with non-donors since it didn’t directly ask them for a giftt? They did an A/B split of the non-donor segment of their list.
Research Question
What kind of CTA will get more non-donors to click?
Design
C: Soft Ask
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T1: Hard Ask
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Soft Ask | 0.13% | ||
| T1: | Hard Ask | 0.32% | 150.5% | 100.0% |
This experiment has a required sample size of 4,700 in order to be valid. Since the experiment had a total sample size of 79,024, 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:
150.5% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The hard ask had a 150.5% increase in click through from the soft ask. Non-donors were more motivated to click-through when told directly what to do. Clarity of the hard CTA trumped persuasion in the soft CTA. While the test was not validated on this, the hard ask also received a 24% increase in revenue. These learnings will be used moving forward when sending appeals to non-donors.