How the kind of ask in an email affects click through and donations
Jews for Jesus
Jews for Jesus exists to make the messiahship of Jesus an unavoidable issue to the Jewish people worldwide, utilizing creative evangelistic methods to reach the Jewish community and spread the good news of Jesus Christ.
Experiment Summary
Timeframe: 09/26/2016 - 09/26/2016
Jews for Jesus had a high-urgency campaign during the month of September. They sent a series of seven different emails during a three week period. About halfway through the email series they wanted to see if they could get more people to click-through to the landing page and ultimately give more donations; so they set up a test for their email that tested the call-to-action. They tested a hard ask vs. a soft ask. All other copy, design, and layout remained the same. The only difference between the two emails was the CTA.
Research Question
Which call-to-action would get more people to click-through to the landing page?
Design
Results
This experiment has a required sample size of 4,520 in order to be valid. Since the experiment had a total sample size of 19,190, 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:
49.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The soft ask had an increase in clicks by 49.8%. With out directly asking people for a gift, more people were motivated to click through to see how they could help. While the soft ask was able to get more people to the landing page, these people didn’t convert to donors as well as people coming to the page from the hard ask. The people clicking through from the hard ask email were already highly motivated to give. We were not able to validate off of donations, but initial results were showing a 31% increase in donations for the hard ask.
What we learned is that by having a soft ask in the email, we were able to increase the quantity of people to the landing page, but not the quality.