How a lower-cost offer increased conversion rate on a retargeting email
NextAfter
Experiment Summary
Timeframe: 04/17/2018 - 04/19/2018
This email was a retargeted send to those who had yet to register for the upcoming webinar. We had previously tested into an email that simulated an email forward (but in a non-spammy way). It was personal, checked in to see if they had received the previous email, and included the previous email below.
We wondered if we could build on this approach. Instead of of simply saying “Did you get the email? Here’s the link to register,” we decided to apply a little empathy, communicate that it was no problem if they couldn’t attend the webinar, and specifically offer a free recording when they register – even if they can’t make the webinar live.
Research Question
Will emphasizing the recording increase webinar registrations in this retargeting email?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Forward email | 3.2% | ||
| T1: | Get a recording | 4.9% | 52.1% | 99.9% |
This experiment has a required sample size of 999 in order to be valid. Since the experiment had a total sample size of 6,918, 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:
0% increase in traffic
× 52.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment saw a 52% increase in webinar registrations. This is major increase and will lead to many more people viewing what we consider to be one of our most valuable touch-points. This is further indication of the need to empathize with our constituents, rather than use organizational-centric logic.