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Moody Radio

How replacing a button in an email for a hyperlink achieved a higher click rate

Experiment ID: #171843

Moody Radio

Experiment Summary

Ended On: 03/11/2024

For our first set of experiments for Moody Radio we wanted to test into a more personalized email instead of a heavily templated email.

For this we came up with several tests that we wanted to do.

HTML vs. Plain Text

Hyperlink vs. Button

1 CTA vs. 2 CTA

Research Question

We believe that replacing a button with a raw hyperlink in an email for a huc campaign will achieve a higher click rate because it looks more personal and give the illusion of more trust because it feels like a 1-1 email.

Design

C: Control
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T1: Treatment
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Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 2.0%
T1: Treatment 2.1% 4.9% 54.8%

This experiment has a required sample size of 158,571 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

Key learnings from this experiment include: - Replacing a button with a raw hyperlink in an email for a HUC campaign resulted in a 4.5% increase in Clicks for All Traffic. - The treatment group showed a higher click rate, which could indicate that using raw hyperlinks in emails may appear more personal and trustworthy to recipients. - However, the statistical level of confidence was only 50.8%, which means the results are not considered valid for future decision making. In future experimentation, it would be important to: - Conduct further tests with a larger sample size to increase the statistical confidence level. - Consider testing other variables such as email copy, subject lines, or sender name along with the hyperlink vs. button format to understand the impact of each element on click rates. - Continue experimenting with personalized elements in emails to see if this leads to higher engagement from recipients. - Keep track of statistical significance to ensure that results are reliable and can be used for decision making.

Experiment Documented by NextAfter

Question about experiment #171843

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