How using a content offer instead of a direct ask in a dear reader affects click-through rate
Experiment ID: #196495
Minnesota Public Radio
Experiment Summary
Timeframe: 03/25/2025 - 04/08/2025
For MPR, we decided to optimize their article pages through the addition of a dear reader. But before rolling this out to all traffic, we wanted to test how a content offer vs a direct ask would impact the click-through rate.
The content offer used in this test was their Talking Sense e-Book.
Research Question
We believe that offering a free ebook in a dear reader for website visitors will achieve an increase in click-through rate because it provides immediate value to the audience, aligns with their interests, and incentivizes engagement by presenting a tangible benefit in exchange for their attention, making the offer more appealing and actionable.
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.02% | ||
| T1: | Treatment 1 | 0.14% | 733.3% | 100.0% |
This experiment has a required sample size of 3,833 in order to be valid. Since the experiment had a total sample size of 966,957, 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:
733.3% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that offering a free ebook in a dear reader for website visitors significantly increased the click-through rate by 733.3% with a 100.0% statistical level of confidence. This suggests that providing immediate value to the audience and aligning with their interests can incentivize engagement and make the offer more appealing and actionable than a direct ask. In future experimentation, we should continue to test different content offers and calls to action to optimize click-through rates on our website. It is essential to understand the preferences and behaviors of our audience to tailor our offers effectively. Additionally, we should consider implementing similar strategies across different channels to maximize engagement and drive conversions.