How following “best practices” affects clickthrough rate
Experiment ID: #928
Susan B. Anthony List
Experiment Summary
Timeframe: 09/21/2015 - 09/23/2015
Hillsdale College was in the middle of a fundraising campaign and had an email that quoted Ronald Reagan. They had heard over and over again that using images in email was a “best practice”, and in this case, might offer extra credibility that would strengthen the incentive to click through. So they devised two emails — one that used text to convey the quote and one that used a more graphical treatment.
Research Question
Will including an image in the email increase clickthrough rate?
Design
C: Text-only treatment
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[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Graphical_treatment-4-150x150.png
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[gform-image-choice-md-height] => 400
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[gform-image-choice-lg-width] => 451
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Text-only treatment | 0.43% | ||
| T1: | Graphical treatment | 0.37% | -15.2% | 99.0% |
This experiment has a required sample size of 71,185 in order to be valid. Since the experiment had a total sample size of 244,861, 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:
15.2% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
This tells us that what is commonly accepted as "best practice" might not, in fact, be the best email to send. Hillsdale was able to attract many more people to the landing page by keeping the "personal" nature of the email consistent.