How the use of a well-known figure influences action in an email
Experiment ID: #124483
American Cornerstone Institute
Experiment Summary
Timeframe: 01/27/2023 - 02/10/2023
The American Cornerstone Institute was launching their new Little Patriots site. Due to some unexpected press coverage, they got a flood of traffic to the new site which brought it down. They wanted to use this as an opportunity to update their subscribers on the impact and let them know that the site is now accessible. This email proved to be an opportunity to drive more traffic to the program so they decided to run a test on what content would drive more interest. They decided to test two angles: “Popularity” vs. “Dr. Carson” with popularity being about the huge interest nationwide and Dr. Carson being about how his activities are tied to these efforts. This email was sent to a small subset of the subscriber file with the winner being rolled out the the entire audience.
Research Question
We believe that
talking about Dr. Carson as the reason behind the crash rather than focusing on just the large volume of people for email subscribers will achieve an increase of clicks because people will be more motivated if moved to action by someone they trust over a large volume of unknown people.
because people will be more motivated if moved to action by someone they trust over a large volume of unknown people.
Design
C: Overwhelming support
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T1: Dr. Carson Mention
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[gform-image-choice-sm-height] => 266
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[gform-image-choice-md-height] => 355
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[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 532
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Overwhelming support | 26.1% | ||
| T1: | Dr. Carson Mention | 22.2% | -14.7% | 99.8% |
This experiment has a required sample size of 960 in order to be valid. Since the experiment had a total sample size of 4,666, 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:
14.7% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that talking about Dr. Carson as the reason for the crash of the site was not more motiviating than just talking about the huge interest throughout the country. This suggests that users are more likely to respond to tangible and proven success stories versus abstract stories, even if they involve a figure they trust. This can help inform future experiments and help target audiences more accurately with messaging that’s more likely to resonate. We should focus on stories and results that are easy to understand, have visual appeal, and showcase authoritative figures that evoke trust and have real-world results.