How a more conversational tone on an email offering an ebook impacts click through rates for nondonors
Experiment ID: #192808
Hoover Institution
Experiment Summary
Timeframe: 10/03/2024 - 10/08/2024
The Hoover Institution is a public policy research center and think tank located at Stanford University in California, United States.
Hoover recirculates a new content offer every Thursday by sending out an email to their Donor and NonDonor audiences. For this specific recirculation of Income Inequality, we wanted to see if a more conversational approach to email copy made an impact on click throughs and email sign ups for a non-donor audience
Research Question
We believe that using a more conversational tone for non-donors will achieve an increase in click throughs and email sign ups.
Design
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.96% | ||
| T1: | Treatment #1 | 1.0% | 6.1% | 83.8% |
This experiment has a required sample size of 218,801 in order to be valid. Since the experiment had a total sample size of 222,914, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that using a more conversational tone in email copy for non-donors resulted in a 6.1% increase in click-through rates. While this indicates a positive impact, the statistical level of confidence of 83.8% is below the threshold of 85% for valid results. In future experimentation, it is important to consider the following points: 1. Ensure a higher level of statistical confidence: To draw reliable conclusions, it is crucial to have a statistical level of confidence of at least 85%. This will help in making informed decisions based on the experiment results. 2. Continue testing conversational tone: The positive trend observed in this experiment suggests that a conversational tone may resonate well with non-donor audiences. It could be beneficial to further test this approach with a larger sample size to validate the impact. 3. Explore other variables: Apart from tone, it may be worthwhile to test other variables such as subject lines, call-to-action language, or design elements to optimize email performance for non-donor audiences. 4. Collect qualitative feedback: In addition to quantitative data, gathering qualitative feedback from the audience can provide valuable insights into their preferences and behaviors. This could help in refining future experiments and strategies. Overall, while the experiment showed a positive trend, it is essential to prioritize statistical significance and continue testing different approaches to effectively engage non-donor audiences and drive conversions.