How hard versus. soft calls to action affect click rates in prospecting emails
Experiment ID: #4861
Hillsdale College
Experiment Summary
Timeframe: 08/25/2016 - 08/25/2016
Hillsdale College has had great results with prospecting to third party email lists for their Online Course offerings. Building on recent learnings from Facebook advertising, we decided to test whether a soft or hard call to action would deliver a higher click rate.
The soft version used “Learn More” as the call to action. The treatment version used a more direct “Activate your free course now” call to action. In Facebook testing the “Learn More” version had driven higher click rates. The hypothesis on that test was that people aren’t fully comfortable committing to an action from a Facebook ad, but would be willing to take a low-commitment action to learn more.
We wanted to see if this same hypothesis would hold true on a prospecting email when the reader has more information before deciding whether to click through. This test was carried out by an A/B split mailing with one of our prospecting partners.
Research Question
Does a hard or a soft call to action drive higher click through rates in a prospecting email?
Design
C: Learn More CTA
Array
(
[0] => Array
(
[ID] => 13019
[id] => 13019
[title] => Learn-More-CTA.png
[filename] => Learn-More-CTA.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[link] => https://www.nextafter.com/experiments/how-hard-vs-soft-calls-to-action-affect-click-rates/attachment/learn-more-cta-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => learn-more-cta-png
[status] => inherit
[uploaded_to] => 13018
[date] => 2021-02-25 05:19:14
[modified] => 2021-02-25 05:19:14
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 599
[height] => 1278
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-141x300.png
[medium-width] => 141
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[medium_large-width] => 599
[medium_large-height] => 1278
[large] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-480x1024.png
[large-width] => 480
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[1536x1536-width] => 599
[1536x1536-height] => 1278
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[2048x2048-width] => 599
[2048x2048-height] => 1278
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[tp-image-grid-width] => 328
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[full-width] => 599
[full-height] => 1278
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-372x794.png
[thumb_372-width] => 372
[thumb_372-height] => 794
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-293x625.png
[single_post_thumbnail-width] => 293
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-30x64.png
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-60x128.png
[thumb_128_128-width] => 60
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-72x153.png
[thumb_153_153-width] => 72
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-76x163.png
[thumb_130_163-width] => 76
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-83x177.png
[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-305x650.png
[thumb_272_325-width] => 305
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-162x346.png
[thumb_271_346-width] => 162
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-127x271.png
[thumb_271_271-width] => 127
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-81x172.png
[thumb_272_172-width] => 81
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-216x461.png
[thumb_372_461-width] => 216
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-234x500.png
[thumb_372_500-width] => 234
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-127x270.png
[thumb_385_270-width] => 127
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-113x241.png
[thumb_416_241-width] => 113
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-192x410.png
[thumb_448_410-width] => 192
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-384x820.png
[thumb_448_410_retina-width] => 384
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-179x382.png
[thumb_574_382-width] => 179
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-185x395.png
[thumb_776_395-width] => 185
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[gform-image-choice-sm-width] => 141
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[gform-image-choice-md-width] => 187
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[gform-image-choice-lg-width] => 281
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 13020
[id] => 13020
[title] => Activate-CTA.png
[filename] => Activate-CTA.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[link] => https://www.nextafter.com/experiments/how-hard-vs-soft-calls-to-action-affect-click-rates/attachment/activate-cta-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => activate-cta-png
[status] => inherit
[uploaded_to] => 13018
[date] => 2021-02-25 05:19:21
[modified] => 2021-02-25 05:19:21
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 600
[height] => 1245
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-145x300.png
[medium-width] => 145
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[medium_large-width] => 600
[medium_large-height] => 1245
[large] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-493x1024.png
[large-width] => 493
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[1536x1536-width] => 600
[1536x1536-height] => 1245
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[2048x2048-width] => 600
[2048x2048-height] => 1245
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[tp-image-grid-width] => 337
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-24x50.png
[admin-width] => 24
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[full-width] => 600
[full-height] => 1245
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-372x772.png
[thumb_372-width] => 372
[thumb_372-height] => 772
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-301x625.png
[single_post_thumbnail-width] => 301
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-23x48.png
[thumb_48_48-width] => 23
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-31x64.png
[thumb_64_64-width] => 31
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-62x128.png
[thumb_128_128-width] => 62
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-32x67.png
[thumb_122_67-width] => 32
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-74x153.png
[thumb_153_153-width] => 74
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-79x163.png
[thumb_130_163-width] => 79
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-85x177.png
[thumb_232_177-width] => 85
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-313x650.png
[thumb_272_325-width] => 313
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-167x346.png
[thumb_271_346-width] => 167
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-131x271.png
[thumb_271_271-width] => 131
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-83x172.png
[thumb_272_172-width] => 83
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-222x461.png
[thumb_372_461-width] => 222
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-241x500.png
[thumb_372_500-width] => 241
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-130x270.png
[thumb_385_270-width] => 130
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-116x241.png
[thumb_416_241-width] => 116
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-198x410.png
[thumb_448_410-width] => 198
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-395x820.png
[thumb_448_410_retina-width] => 395
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-184x382.png
[thumb_574_382-width] => 184
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-190x395.png
[thumb_776_395-width] => 190
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[gform-image-choice-sm-width] => 145
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[gform-image-choice-md-width] => 193
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[gform-image-choice-lg-width] => 289
[gform-image-choice-lg-height] => 600
)
)
)
T1: Activate your free course now CTA
Array
(
[0] => Array
(
[ID] => 13019
[id] => 13019
[title] => Learn-More-CTA.png
[filename] => Learn-More-CTA.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[link] => https://www.nextafter.com/experiments/how-hard-vs-soft-calls-to-action-affect-click-rates/attachment/learn-more-cta-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => learn-more-cta-png
[status] => inherit
[uploaded_to] => 13018
[date] => 2021-02-25 05:19:14
[modified] => 2021-02-25 05:19:14
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 599
[height] => 1278
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-141x300.png
[medium-width] => 141
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[medium_large-width] => 599
[medium_large-height] => 1278
[large] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-480x1024.png
[large-width] => 480
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[1536x1536-width] => 599
[1536x1536-height] => 1278
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[2048x2048-width] => 599
[2048x2048-height] => 1278
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[tp-image-grid-width] => 328
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[full-width] => 599
[full-height] => 1278
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-372x794.png
[thumb_372-width] => 372
[thumb_372-height] => 794
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-293x625.png
[single_post_thumbnail-width] => 293
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-30x64.png
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-60x128.png
[thumb_128_128-width] => 60
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-72x153.png
[thumb_153_153-width] => 72
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-76x163.png
[thumb_130_163-width] => 76
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-83x177.png
[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-305x650.png
[thumb_272_325-width] => 305
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-162x346.png
[thumb_271_346-width] => 162
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-127x271.png
[thumb_271_271-width] => 127
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-81x172.png
[thumb_272_172-width] => 81
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-216x461.png
[thumb_372_461-width] => 216
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-234x500.png
[thumb_372_500-width] => 234
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-127x270.png
[thumb_385_270-width] => 127
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-113x241.png
[thumb_416_241-width] => 113
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-192x410.png
[thumb_448_410-width] => 192
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-384x820.png
[thumb_448_410_retina-width] => 384
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-179x382.png
[thumb_574_382-width] => 179
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA-185x395.png
[thumb_776_395-width] => 185
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[gform-image-choice-sm-width] => 141
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[gform-image-choice-md-width] => 187
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Learn-More-CTA.png
[gform-image-choice-lg-width] => 281
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 13020
[id] => 13020
[title] => Activate-CTA.png
[filename] => Activate-CTA.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[link] => https://www.nextafter.com/experiments/how-hard-vs-soft-calls-to-action-affect-click-rates/attachment/activate-cta-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => activate-cta-png
[status] => inherit
[uploaded_to] => 13018
[date] => 2021-02-25 05:19:21
[modified] => 2021-02-25 05:19:21
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 600
[height] => 1245
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-145x300.png
[medium-width] => 145
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[medium_large-width] => 600
[medium_large-height] => 1245
[large] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-493x1024.png
[large-width] => 493
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[1536x1536-width] => 600
[1536x1536-height] => 1245
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[2048x2048-width] => 600
[2048x2048-height] => 1245
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[tp-image-grid-width] => 337
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-24x50.png
[admin-width] => 24
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[full-width] => 600
[full-height] => 1245
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-372x772.png
[thumb_372-width] => 372
[thumb_372-height] => 772
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-301x625.png
[single_post_thumbnail-width] => 301
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-23x48.png
[thumb_48_48-width] => 23
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-31x64.png
[thumb_64_64-width] => 31
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-62x128.png
[thumb_128_128-width] => 62
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-32x67.png
[thumb_122_67-width] => 32
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-74x153.png
[thumb_153_153-width] => 74
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-79x163.png
[thumb_130_163-width] => 79
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-85x177.png
[thumb_232_177-width] => 85
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-313x650.png
[thumb_272_325-width] => 313
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-167x346.png
[thumb_271_346-width] => 167
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-131x271.png
[thumb_271_271-width] => 131
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-83x172.png
[thumb_272_172-width] => 83
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-222x461.png
[thumb_372_461-width] => 222
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-241x500.png
[thumb_372_500-width] => 241
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-130x270.png
[thumb_385_270-width] => 130
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-116x241.png
[thumb_416_241-width] => 116
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-198x410.png
[thumb_448_410-width] => 198
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-395x820.png
[thumb_448_410_retina-width] => 395
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-184x382.png
[thumb_574_382-width] => 184
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Activate-CTA-190x395.png
[thumb_776_395-width] => 190
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[gform-image-choice-sm-width] => 145
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[gform-image-choice-md-width] => 193
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Activate-CTA.png
[gform-image-choice-lg-width] => 289
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Learn More CTA | 0.81% | ||
| T1: | Activate your free course now CTA | 1.0% | 25.9% | 93.6% |
This experiment has a required sample size of 15,666 in order to be valid. Since the experiment had a total sample size of 28,784, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
As expected, the softer CTA “Learn more” drove slightly higher click rates. However, an unintended result of the test is that the Learn More version got a 27% lower conversion rate on the landing page.
We were originally planning to focus our learnings on CTR. But since there was not a significant difference (3.2% difference) we decided to focus on landing page conversion rate because that is where we saw the biggest distinction in results.
By clarifying the call to action in the email, recipients had about the same likelihood of taking the next step of clicking. But when they arrived at the landing page they were much more motivated to complete the final action of enrolling in the course.