How more personal email content affects clickthrough rate

Experiment ID: #1671


CaringBridge offers free personal, protected websites for people to easily share updates and receive support and encouragement from their community during a health journey. Every 7 minutes, a CaringBridge website is created for someone experiencing a health event.

Experiment Summary

Timeframe: 05/07/2015 - 07/14/2015

CaringBridge had an automated email as part of their new name conversion strategy that had been sent in a designed template using their founder as the sender for years. They wanted to test this against a more personal, text-only email from another member of the development team.

Research Question

Will a less-designed, more personal email increase clickthrough rate?


C: Control
T1: Treatment 1


 Treatment NameClick RateRelative DifferenceConfidence
C: Control 6.3%
T1: Treatment 1 8.4%32.5% 100.0%

This experiment has a required sample size of 1,241 in order to be valid. Since the experiment had a total sample size of 14,351, 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:

    32.5% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

This was a big lift that delivered a lot more traffic to the landing page. Follow-on conversion didn’t significantly increase, so there is more testing to be done on the landing page to improve that metric.

Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #1671

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.