How more personal email content affects clickthrough rate
CaringBridge
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?
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| 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.