How using an image of the free resource offer in an email can decrease clicks
Live Action
Experiment Summary
Timeframe: 05/11/2017 - 05/23/2017
Live Action created a new content offer to acquire new names and emails. They used this same content offer as a cultivation offer to their housefile. In an effort to increase click-through from the housefile email for the offer to the landing page, they put an image of the eBook in the email. They tested this against the same email without the image of the book.
Research Question
Would the image of the book help increase clicks to the landing page?
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | WITHOUT IMAGE | 10.4% | ||
| T1: | WITH IMAGE | 10.1% | -3.5% | 71.2% |
This experiment has a required sample size of 52,858 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
This experiment did not validate, but the initial data showed that the treatment with the image of the book slightly decreased clicks in the email. In a previous test we learned that their housefile responds best when the email from the sender is highly personal, casual and conversational. What the initial data in this new test suggests is that by having the image of the book in the email, it may not have felt as genuine or authentic that the sender personally sent them this email and eBook. This could have caused friction and resulted in less people clicking through to the landing page.