National Breast Cancer Foundation
How the type of ask in an appeal affects click rate
Experiment ID: #2771
National Breast Cancer Foundation
Experiment Summary
Timeframe: 10/20/2017 - 10/24/2017
National Breast Cancer Foundation sent an email appeal for BCAM and wanted to test the click-through rate on a direct ask call-to-action (give your gift here) vs. a soft ask (learn more about how you can help). The rest of the email remained the same on the control/treatment.
Research Question
Does a softer ask increase click rate in an email appeal?
Design
C: Direct Ask
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[admin] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-43x50.jpg
[admin-width] => 43
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more.jpg
[full-width] => 553
[full-height] => 644
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-372x433.jpg
[thumb_372-width] => 372
[thumb_372-height] => 433
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-537x625.jpg
[single_post_thumbnail-width] => 537
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-41x48.jpg
[thumb_48_48-width] => 41
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-55x64.jpg
[thumb_64_64-width] => 55
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-110x128.jpg
[thumb_128_128-width] => 110
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-58x67.jpg
[thumb_122_67-width] => 58
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-131x153.jpg
[thumb_153_153-width] => 131
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-130x151.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 151
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-152x177.jpg
[thumb_232_177-width] => 152
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-544x634.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 634
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-271x316.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 316
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-233x271.jpg
[thumb_271_271-width] => 233
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-148x172.jpg
[thumb_272_172-width] => 148
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-372x433.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 433
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-372x433.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 433
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-232x270.jpg
[thumb_385_270-width] => 232
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-207x241.jpg
[thumb_416_241-width] => 207
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-352x410.jpg
[thumb_448_410-width] => 352
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more.jpg
[thumb_448_410_retina-width] => 553
[thumb_448_410_retina-height] => 644
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-328x382.jpg
[thumb_574_382-width] => 328
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more-339x395.jpg
[thumb_776_395-width] => 339
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more.jpg
[gform-image-choice-sm-width] => 258
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more.jpg
[gform-image-choice-md-width] => 343
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Soft_Ask_learn_more.jpg
[gform-image-choice-lg-width] => 515
[gform-image-choice-lg-height] => 600
)
)
)
Results
This experiment has a required sample size of
1,198 in order to be valid. Since the experiment had a total sample size of
3,996, 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:
110.4% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The softer ask increased the clickthrough rate by 78%. It’s likely that the “learn more” call to action encouraged more people who weren’t initially planning to give to the donation page, while people who were already motivated to give a gift were more likely to click a link from a direct ask. This leads to a higher click-through rate but does not necessarily translate to more gifts.