How a lower-cost offer increased conversion rate on a retargeting email Experiment ID: #8884

NextAfter

Experiment Summary

Timeframe: 4/17/2018 - 4/19/2018

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

C: Forward email
T1: Get a recording

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.


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Experiment Documented by...

Nathan Hill

Nathan is an Optimization Evangelist at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.