How giving subscribers part of a content offer in the promotional email impacted clicks to the offer signup page
Experiment ID: #95070
KCBI
Experiment Summary
Ended On: 05/25/2022
KCBI is a leading Christian radio station and ministry in Dallas, Texas. About a year ago, they created a “verse a day” subscription offer for their subscribers. People who enrolled received a verse or two in their inboxes each morning. They wanted to promote the offer to their file again but wanted to see if this time they could get more clicks to the landing page by providing subscribers with a sample verse like the ones they would get. We hypothesized that this would increase the appeal and clarity of the subscription offer and cause more people to visit the signup page. Simply saying, “we will give you a verse or two each morning” is far more vague than showing them the types of verses and content they will get each day.
Research Question
We believe that providing subscribers with a sample of a content offer in the promo email will increase clicks to the offer signup page.
Design
C: Control
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 4.2% | ||
| T1: | Treatment #1 | 5.0% | 19.2% | 96.8% |
This experiment has a required sample size of 5,097 in order to be valid. Since the experiment had a total sample size of 12,496, 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:
19.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
While both emails featured conversational and personal copy, the treatment email allowed subscribers to experience the content they'd be receiving if they signed up. This increased the appeal and clarity of the offer and led to more visits to the signup page. We will continue to test into ways of allowing people to "try before they buy" so we can reduce the mental friction that comes from not knowing what an offer will be like.