How increasing the number of hyperlinks in an email affects clickthrough rate
Experiment ID: #5992
CaringBridge
Experiment Summary
Timeframe: 12/01/2016 - 01/16/2017
CaringBridge had always included a “focused link” in their email appeals, which gave readers a single link to click to take action. Historically, this had been a button, but previous testing had shown that a text link performed better.
They wanted to test the effect of giving donors more places to click throughout the email—essentially linking up any text that contained a CTA, so if the donor was motivated, they could take action right then. They produced a treatment that had the exact same copy, but included more clickable links.
Research Question
How will increasing the number of links in an email increase clickthrough rate?
Design
C: Single Link
Array
(
[0] => Array
(
[ID] => 13307
[id] => 13307
[title] => Screen-Shot-2017-01-16-at-2.42.05-PM.png
[filename] => Screen-Shot-2017-01-16-at-2.42.05-PM.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[link] => https://www.nextafter.com/experiments/how-increasing-the-number-of-hyperlinks-in-an-email-affects-clickthrough-rate/attachment/screen-shot-2017-01-16-at-2-42-05-pm-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => screen-shot-2017-01-16-at-2-42-05-pm-png
[status] => inherit
[uploaded_to] => 13306
[date] => 2021-02-25 05:56:16
[modified] => 2021-02-25 05:56:16
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 893
[height] => 1167
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-230x300.png
[medium-width] => 230
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-768x1004.png
[medium_large-width] => 640
[medium_large-height] => 837
[large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-784x1024.png
[large-width] => 640
[large-height] => 836
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[1536x1536-width] => 893
[1536x1536-height] => 1167
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[2048x2048-width] => 893
[2048x2048-height] => 1167
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[tp-image-grid-width] => 536
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-38x50.png
[admin-width] => 38
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[full-width] => 893
[full-height] => 1167
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-372x486.png
[thumb_372-width] => 372
[thumb_372-height] => 486
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-478x625.png
[single_post_thumbnail-width] => 478
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-24x32.png
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-37x48.png
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-49x64.png
[thumb_64_64-width] => 49
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-98x128.png
[thumb_128_128-width] => 98
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-51x67.png
[thumb_122_67-width] => 51
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-117x153.png
[thumb_153_153-width] => 117
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-125x163.png
[thumb_130_163-width] => 125
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-135x177.png
[thumb_232_177-width] => 135
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-497x650.png
[thumb_272_325-width] => 497
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-265x346.png
[thumb_271_346-width] => 265
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-207x271.png
[thumb_271_271-width] => 207
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-132x172.png
[thumb_272_172-width] => 132
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-353x461.png
[thumb_372_461-width] => 353
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-372x486.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 486
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-207x270.png
[thumb_385_270-width] => 207
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-184x241.png
[thumb_416_241-width] => 184
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-314x410.png
[thumb_448_410-width] => 314
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-627x820.png
[thumb_448_410_retina-width] => 627
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-292x382.png
[thumb_574_382-width] => 292
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-302x395.png
[thumb_776_395-width] => 302
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[gform-image-choice-sm-width] => 230
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[gform-image-choice-md-width] => 306
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[gform-image-choice-lg-width] => 459
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 13308
[id] => 13308
[title] => Screen-Shot-2017-01-16-at-2.42.16-PM.png
[filename] => Screen-Shot-2017-01-16-at-2.42.16-PM.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[link] => https://www.nextafter.com/experiments/how-increasing-the-number-of-hyperlinks-in-an-email-affects-clickthrough-rate/attachment/screen-shot-2017-01-16-at-2-42-16-pm-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => screen-shot-2017-01-16-at-2-42-16-pm-png
[status] => inherit
[uploaded_to] => 13306
[date] => 2021-02-25 05:56:24
[modified] => 2021-02-25 05:56:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 723
[height] => 950
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-228x300.png
[medium-width] => 228
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[medium_large-width] => 640
[medium_large-height] => 841
[large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[large-width] => 640
[large-height] => 841
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[1536x1536-width] => 723
[1536x1536-height] => 950
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[2048x2048-width] => 723
[2048x2048-height] => 950
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[tp-image-grid-width] => 533
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-38x50.png
[admin-width] => 38
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[full-width] => 723
[full-height] => 950
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-372x489.png
[thumb_372-width] => 372
[thumb_372-height] => 489
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-476x625.png
[single_post_thumbnail-width] => 476
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-24x32.png
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-37x48.png
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-49x64.png
[thumb_64_64-width] => 49
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-97x128.png
[thumb_128_128-width] => 97
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-51x67.png
[thumb_122_67-width] => 51
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-116x153.png
[thumb_153_153-width] => 116
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-124x163.png
[thumb_130_163-width] => 124
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-135x177.png
[thumb_232_177-width] => 135
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-495x650.png
[thumb_272_325-width] => 495
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-263x346.png
[thumb_271_346-width] => 263
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-206x271.png
[thumb_271_271-width] => 206
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-131x172.png
[thumb_272_172-width] => 131
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-351x461.png
[thumb_372_461-width] => 351
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-372x489.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 489
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-205x270.png
[thumb_385_270-width] => 205
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-183x241.png
[thumb_416_241-width] => 183
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-312x410.png
[thumb_448_410-width] => 312
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-624x820.png
[thumb_448_410_retina-width] => 624
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-291x382.png
[thumb_574_382-width] => 291
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-301x395.png
[thumb_776_395-width] => 301
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[gform-image-choice-sm-width] => 228
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[gform-image-choice-md-width] => 304
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[gform-image-choice-lg-width] => 457
[gform-image-choice-lg-height] => 600
)
)
)
T1: Multiple Links
Array
(
[0] => Array
(
[ID] => 13307
[id] => 13307
[title] => Screen-Shot-2017-01-16-at-2.42.05-PM.png
[filename] => Screen-Shot-2017-01-16-at-2.42.05-PM.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[link] => https://www.nextafter.com/experiments/how-increasing-the-number-of-hyperlinks-in-an-email-affects-clickthrough-rate/attachment/screen-shot-2017-01-16-at-2-42-05-pm-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => screen-shot-2017-01-16-at-2-42-05-pm-png
[status] => inherit
[uploaded_to] => 13306
[date] => 2021-02-25 05:56:16
[modified] => 2021-02-25 05:56:16
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 893
[height] => 1167
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-230x300.png
[medium-width] => 230
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-768x1004.png
[medium_large-width] => 640
[medium_large-height] => 837
[large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-784x1024.png
[large-width] => 640
[large-height] => 836
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[1536x1536-width] => 893
[1536x1536-height] => 1167
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[2048x2048-width] => 893
[2048x2048-height] => 1167
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[tp-image-grid-width] => 536
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-38x50.png
[admin-width] => 38
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[full-width] => 893
[full-height] => 1167
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-372x486.png
[thumb_372-width] => 372
[thumb_372-height] => 486
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-478x625.png
[single_post_thumbnail-width] => 478
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-24x32.png
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-37x48.png
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-49x64.png
[thumb_64_64-width] => 49
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-98x128.png
[thumb_128_128-width] => 98
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-51x67.png
[thumb_122_67-width] => 51
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-117x153.png
[thumb_153_153-width] => 117
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-125x163.png
[thumb_130_163-width] => 125
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-135x177.png
[thumb_232_177-width] => 135
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-497x650.png
[thumb_272_325-width] => 497
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-265x346.png
[thumb_271_346-width] => 265
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-207x271.png
[thumb_271_271-width] => 207
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-132x172.png
[thumb_272_172-width] => 132
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-353x461.png
[thumb_372_461-width] => 353
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-372x486.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 486
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-207x270.png
[thumb_385_270-width] => 207
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-184x241.png
[thumb_416_241-width] => 184
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-314x410.png
[thumb_448_410-width] => 314
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-627x820.png
[thumb_448_410_retina-width] => 627
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-292x382.png
[thumb_574_382-width] => 292
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM-302x395.png
[thumb_776_395-width] => 302
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[gform-image-choice-sm-width] => 230
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[gform-image-choice-md-width] => 306
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.05-PM.png
[gform-image-choice-lg-width] => 459
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 13308
[id] => 13308
[title] => Screen-Shot-2017-01-16-at-2.42.16-PM.png
[filename] => Screen-Shot-2017-01-16-at-2.42.16-PM.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[link] => https://www.nextafter.com/experiments/how-increasing-the-number-of-hyperlinks-in-an-email-affects-clickthrough-rate/attachment/screen-shot-2017-01-16-at-2-42-16-pm-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => screen-shot-2017-01-16-at-2-42-16-pm-png
[status] => inherit
[uploaded_to] => 13306
[date] => 2021-02-25 05:56:24
[modified] => 2021-02-25 05:56:24
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 723
[height] => 950
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-228x300.png
[medium-width] => 228
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[medium_large-width] => 640
[medium_large-height] => 841
[large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[large-width] => 640
[large-height] => 841
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[1536x1536-width] => 723
[1536x1536-height] => 950
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[2048x2048-width] => 723
[2048x2048-height] => 950
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[tp-image-grid-width] => 533
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-38x50.png
[admin-width] => 38
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[full-width] => 723
[full-height] => 950
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-372x489.png
[thumb_372-width] => 372
[thumb_372-height] => 489
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-476x625.png
[single_post_thumbnail-width] => 476
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-24x32.png
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-37x48.png
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-49x64.png
[thumb_64_64-width] => 49
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-97x128.png
[thumb_128_128-width] => 97
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-51x67.png
[thumb_122_67-width] => 51
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-116x153.png
[thumb_153_153-width] => 116
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-124x163.png
[thumb_130_163-width] => 124
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-135x177.png
[thumb_232_177-width] => 135
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-495x650.png
[thumb_272_325-width] => 495
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-263x346.png
[thumb_271_346-width] => 263
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-206x271.png
[thumb_271_271-width] => 206
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-131x172.png
[thumb_272_172-width] => 131
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-351x461.png
[thumb_372_461-width] => 351
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-372x489.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 489
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-205x270.png
[thumb_385_270-width] => 205
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-183x241.png
[thumb_416_241-width] => 183
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-312x410.png
[thumb_448_410-width] => 312
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-624x820.png
[thumb_448_410_retina-width] => 624
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-291x382.png
[thumb_574_382-width] => 291
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM-301x395.png
[thumb_776_395-width] => 301
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[gform-image-choice-sm-width] => 228
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[gform-image-choice-md-width] => 304
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-01-16-at-2.42.16-PM.png
[gform-image-choice-lg-width] => 457
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Single Link | 0.35% | ||
| T1: | Multiple Links | 0.45% | 27.1% | 98.9% |
This experiment has a required sample size of 33,654 in order to be valid. Since the experiment had a total sample size of 111,982, 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:
27.1% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment produced a 27% increase in clickthrough rate, which tells us a few things about our readers. First, it tells us that including more links incentivizes more of them to click, or take the first initial action at the moment that the value proposition hits home. Secondly, it tells us that we had previously been losing potential donors who didn’t make it all the way through the copy to the call-to-action.
This points to an important principle: our donors and prospects have varying levels of motivation. Some are ready to give and need very little convincing, while others are more deliberative and might need more copy to be incentivized to click. Typically, we attempt to address these varying levels of motivation through multiple emails, but this experiment points to the opportunity that we might be able to reach multiple levels of motivation in the same communication.