Subject line test: Controversial statement vs. generic question w/ seemingly obvious answer
Care Net
Experiment Summary
Ended On: 05/13/2019
This subject line test was performed in our 11/17/18 weekend update email.
Research Question
It seems obvious that a controversial statement would do better than a basic question. This test was performed to 1.) confirm this 2.) see how drastic the difference is.
Design
Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Generic question with seemingly obvious answer | 10.6% | ||
| T1: | Short and controversial | 12.1% | 14.5% | 100.0% |
This experiment has a required sample size of 3,293 in order to be valid. Since the experiment had a total sample size of 79,131, 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:
14.5% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
I learned that it did indeed win out, but not quite as much as expected. I would like to test this again in the future.