How hyperlink text color affects click-through rate
Experiment ID: #2986
Hillsdale College
Experiment Summary
Timeframe: 08/08/2017 - 08/09/2017
A study we saw indicated that changing the hyperlink text color from the traditional blue to red increased the click-through rate of the email by 52%. So we decided to test this on one of our small contact list chase emails.
Research Question
In this experiment, we asked how the color of a hyperlink text in an email affects click-through rate? Our hypothesis was that changing the color from the traditional blue to red would grab the reader’s attention and increase incentive with a more urgent feeling.
Design
C: Blue hyperlink text
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Blue hyperlink text | 19.2% | ||
| T1: | Red hyperlink text | 19.8% | 2.8% | 78.7% |
This experiment has a required sample size of 41,900 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
This experiment did not validate due to a minimal lift and the small sample size of the test. This does not give us confidence to change all hyperlink text colors going forward.