How Adding an Additional Link in an Email Affects Clicks
Experiment ID: #187331
Moody Radio
Experiment Summary
Ended On: 07/25/2024
Mood runs a FYE campaign each year that relies a lot on email. For this test we wanted to see if adding an additional link in the copy would increase clicks to the donation page.
Research Question
We believe that adding an additional link for the fye appeal emails will achieve a higher click rate because there is an additional opportunity that wasn’t there before.
Design
C: Control
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T1: Treatment #1
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.4% | ||
| T1: | Treatment #1 | 2.5% | 4.1% | 76.8% |
This experiment has a required sample size of 184,965 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
While adding an additional link does increase the click rate by 4%, it is only at a 75% LoC. Furthermore, looking down the adding an additional link does not negatively or positively impact donor acquisition or revenue.