How call-to-action visibility affects email clickthrough rate
Experiment ID: #4062
The Heritage Foundation
Experiment Summary
Timeframe: 05/01/2016 - 05/13/2016
The Heritage Foundation was partnering with Townhall Media to generate email signups through an eBook giveaway. Townhall generated new signups by sending sponsored emails to their list.
Early results showed acceptable open and conversion rates, but lower than expected clickthrough rates.
We hypothesized that the email openers were abandoning the email because the value proposition and call to action were not immediately visible upon opening. By adding a second call to action button at the top of the email we anticipated a higher number of readers would remain engaged with the email and ultimately click through.
Research Question
Will adding a second button to the top of the email increase click through rate?
Design
C: Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.8% | ||
| T1: | Two Button Treatment | 5.3% | 40.4% | 100.0% |
This experiment has a required sample size of 1,425 in order to be valid. Since the experiment had a total sample size of 31,875, 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:
40.4% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment with the second button increased click through rate 40.4%. The new button at the top of the email received some clicks, but the CTR on the unchanged links lower in the email increased as well (19%, 11%, and 27% respectively). This confirmed our hypothesis that more readers would stay engaged with the email and ultimately click if there was a call to action visible immediately upon opening.