How raw links instead of buttons impact click rate
Live Action
Experiment Summary
Timeframe: 03/08/2021 - 03/19/2021
In an effort to continue to understand all of the tactics that help increase engagement and conversion in an email, we wanted to test using raw links instead of buttons for the CTA. Buttons have historically been used, but as we see the more human-centric approach to email has increased conversion, we thought the raw links would be a significant test to run since all emails have a CTA.
Research Question
What is the impact of using raw links in an email CTA?
Design
Results
This experiment has a required sample size of 15,219 in order to be valid. Since the experiment had a total sample size of 35,063, 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:
4.9% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The raw links increased click rate by 5%! This reinforces the idea that people are more likely to engage with emails that use human-centric tactics. A person is more likely to copy and paste a URL into an email they are sending you rather than insert a big, pretty button. People want to feel as if a PERSON is communicating with them and not an organization or marketing team.