How more personal email content affects clickthrough rate
Experiment ID: #1671
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
C: Control
Array
(
[0] => Array
(
[ID] => 11897
[id] => 11897
[title] => CB-14-Day-Control1.jpg
[filename] => CB-14-Day-Control1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1.jpg
[link] => https://www.nextafter.com/experiments/how-more-personal-email-content-affects-clickthrough-rate/attachment/cb-14-day-control1-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => cb-14-day-control1-jpg
[status] => inherit
[uploaded_to] => 11896
[date] => 2021-02-24 17:30:59
[modified] => 2021-02-24 17:30:59
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 844
[height] => 1975
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-128x300.jpg
[medium-width] => 128
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-768x1797.jpg
[medium_large-width] => 640
[medium_large-height] => 1498
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-438x1024.jpg
[large-width] => 438
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-656x1536.jpg
[1536x1536-width] => 656
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1.jpg
[2048x2048-width] => 844
[2048x2048-height] => 1975
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1.jpg
[tp-image-grid-width] => 299
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-21x50.jpg
[admin-width] => 21
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1.jpg
[full-width] => 844
[full-height] => 1975
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-372x870.jpg
[thumb_372-width] => 372
[thumb_372-height] => 870
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-267x625.jpg
[single_post_thumbnail-width] => 267
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-14x32.jpg
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-21x48.jpg
[thumb_48_48-width] => 21
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-27x64.jpg
[thumb_64_64-width] => 27
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-55x128.jpg
[thumb_128_128-width] => 55
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-29x67.jpg
[thumb_122_67-width] => 29
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-65x153.jpg
[thumb_153_153-width] => 65
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-70x163.jpg
[thumb_130_163-width] => 70
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-76x177.jpg
[thumb_232_177-width] => 76
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-278x650.jpg
[thumb_272_325-width] => 278
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-148x346.jpg
[thumb_271_346-width] => 148
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-116x271.jpg
[thumb_271_271-width] => 116
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-74x172.jpg
[thumb_272_172-width] => 74
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-197x461.jpg
[thumb_372_461-width] => 197
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-214x500.jpg
[thumb_372_500-width] => 214
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-115x270.jpg
[thumb_385_270-width] => 115
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-103x241.jpg
[thumb_416_241-width] => 103
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-175x410.jpg
[thumb_448_410-width] => 175
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-350x820.jpg
[thumb_448_410_retina-width] => 350
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-163x382.jpg
[thumb_574_382-width] => 163
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-169x395.jpg
[thumb_776_395-width] => 169
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 11898
[id] => 11898
[title] => CB-14-Day-Treatment1.jpg
[filename] => CB-14-Day-Treatment1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1.jpg
[link] => https://www.nextafter.com/experiments/how-more-personal-email-content-affects-clickthrough-rate/attachment/cb-14-day-treatment1-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => cb-14-day-treatment1-jpg
[status] => inherit
[uploaded_to] => 11896
[date] => 2021-02-24 17:31:08
[modified] => 2021-02-24 17:31:08
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 943
[height] => 1339
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-211x300.jpg
[medium-width] => 211
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-768x1091.jpg
[medium_large-width] => 640
[medium_large-height] => 909
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-721x1024.jpg
[large-width] => 640
[large-height] => 909
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1.jpg
[1536x1536-width] => 943
[1536x1536-height] => 1339
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1.jpg
[2048x2048-width] => 943
[2048x2048-height] => 1339
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1.jpg
[tp-image-grid-width] => 493
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-35x50.jpg
[admin-width] => 35
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1.jpg
[full-width] => 943
[full-height] => 1339
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-372x528.jpg
[thumb_372-width] => 372
[thumb_372-height] => 528
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-440x625.jpg
[single_post_thumbnail-width] => 440
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-23x32.jpg
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-34x48.jpg
[thumb_48_48-width] => 34
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-45x64.jpg
[thumb_64_64-width] => 45
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-90x128.jpg
[thumb_128_128-width] => 90
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-47x67.jpg
[thumb_122_67-width] => 47
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-108x153.jpg
[thumb_153_153-width] => 108
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-115x163.jpg
[thumb_130_163-width] => 115
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-125x177.jpg
[thumb_232_177-width] => 125
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-458x650.jpg
[thumb_272_325-width] => 458
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-244x346.jpg
[thumb_271_346-width] => 244
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-191x271.jpg
[thumb_271_271-width] => 191
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-121x172.jpg
[thumb_272_172-width] => 121
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-325x461.jpg
[thumb_372_461-width] => 325
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-352x500.jpg
[thumb_372_500-width] => 352
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-190x270.jpg
[thumb_385_270-width] => 190
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-170x241.jpg
[thumb_416_241-width] => 170
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-289x410.jpg
[thumb_448_410-width] => 289
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-577x820.jpg
[thumb_448_410_retina-width] => 577
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-269x382.jpg
[thumb_574_382-width] => 269
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-278x395.jpg
[thumb_776_395-width] => 278
[thumb_776_395-height] => 395
) ) )
T1: Treatment 1
Array
(
[0] => Array
(
[ID] => 11897
[id] => 11897
[title] => CB-14-Day-Control1.jpg
[filename] => CB-14-Day-Control1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1.jpg
[link] => https://www.nextafter.com/experiments/how-more-personal-email-content-affects-clickthrough-rate/attachment/cb-14-day-control1-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => cb-14-day-control1-jpg
[status] => inherit
[uploaded_to] => 11896
[date] => 2021-02-24 17:30:59
[modified] => 2021-02-24 17:30:59
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 844
[height] => 1975
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-128x300.jpg
[medium-width] => 128
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-768x1797.jpg
[medium_large-width] => 640
[medium_large-height] => 1498
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-438x1024.jpg
[large-width] => 438
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-656x1536.jpg
[1536x1536-width] => 656
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1.jpg
[2048x2048-width] => 844
[2048x2048-height] => 1975
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1.jpg
[tp-image-grid-width] => 299
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-21x50.jpg
[admin-width] => 21
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1.jpg
[full-width] => 844
[full-height] => 1975
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-372x870.jpg
[thumb_372-width] => 372
[thumb_372-height] => 870
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-267x625.jpg
[single_post_thumbnail-width] => 267
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-14x32.jpg
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-21x48.jpg
[thumb_48_48-width] => 21
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-27x64.jpg
[thumb_64_64-width] => 27
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-55x128.jpg
[thumb_128_128-width] => 55
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-29x67.jpg
[thumb_122_67-width] => 29
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-65x153.jpg
[thumb_153_153-width] => 65
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-70x163.jpg
[thumb_130_163-width] => 70
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-76x177.jpg
[thumb_232_177-width] => 76
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-278x650.jpg
[thumb_272_325-width] => 278
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-148x346.jpg
[thumb_271_346-width] => 148
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-116x271.jpg
[thumb_271_271-width] => 116
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-74x172.jpg
[thumb_272_172-width] => 74
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-197x461.jpg
[thumb_372_461-width] => 197
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-214x500.jpg
[thumb_372_500-width] => 214
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-115x270.jpg
[thumb_385_270-width] => 115
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-103x241.jpg
[thumb_416_241-width] => 103
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-175x410.jpg
[thumb_448_410-width] => 175
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-350x820.jpg
[thumb_448_410_retina-width] => 350
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-163x382.jpg
[thumb_574_382-width] => 163
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Control1-169x395.jpg
[thumb_776_395-width] => 169
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 11898
[id] => 11898
[title] => CB-14-Day-Treatment1.jpg
[filename] => CB-14-Day-Treatment1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1.jpg
[link] => https://www.nextafter.com/experiments/how-more-personal-email-content-affects-clickthrough-rate/attachment/cb-14-day-treatment1-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => cb-14-day-treatment1-jpg
[status] => inherit
[uploaded_to] => 11896
[date] => 2021-02-24 17:31:08
[modified] => 2021-02-24 17:31:08
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 943
[height] => 1339
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-211x300.jpg
[medium-width] => 211
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-768x1091.jpg
[medium_large-width] => 640
[medium_large-height] => 909
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-721x1024.jpg
[large-width] => 640
[large-height] => 909
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1.jpg
[1536x1536-width] => 943
[1536x1536-height] => 1339
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1.jpg
[2048x2048-width] => 943
[2048x2048-height] => 1339
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1.jpg
[tp-image-grid-width] => 493
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-35x50.jpg
[admin-width] => 35
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1.jpg
[full-width] => 943
[full-height] => 1339
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-372x528.jpg
[thumb_372-width] => 372
[thumb_372-height] => 528
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-440x625.jpg
[single_post_thumbnail-width] => 440
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-23x32.jpg
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-34x48.jpg
[thumb_48_48-width] => 34
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-45x64.jpg
[thumb_64_64-width] => 45
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-90x128.jpg
[thumb_128_128-width] => 90
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-47x67.jpg
[thumb_122_67-width] => 47
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-108x153.jpg
[thumb_153_153-width] => 108
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-115x163.jpg
[thumb_130_163-width] => 115
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-125x177.jpg
[thumb_232_177-width] => 125
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-458x650.jpg
[thumb_272_325-width] => 458
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-244x346.jpg
[thumb_271_346-width] => 244
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-191x271.jpg
[thumb_271_271-width] => 191
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-121x172.jpg
[thumb_272_172-width] => 121
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-325x461.jpg
[thumb_372_461-width] => 325
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-352x500.jpg
[thumb_372_500-width] => 352
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-190x270.jpg
[thumb_385_270-width] => 190
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-170x241.jpg
[thumb_416_241-width] => 170
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-289x410.jpg
[thumb_448_410-width] => 289
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-577x820.jpg
[thumb_448_410_retina-width] => 577
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-269x382.jpg
[thumb_574_382-width] => 269
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/CB-14-Day-Treatment1-278x395.jpg
[thumb_776_395-width] => 278
[thumb_776_395-height] => 395
) ) )
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.