How removing a call-to-action link and asking for a reply affects registrations Experiment ID: #9198

NextAfter

Experiment Summary

Ended On: 7/17/2018

In this experiment, we wondered if we could further optimize our resend email that we use in promoting our monthly webinars. For the control, we used the template we had previously tested into. For the treatment, we wondered if an even more personal call-to-action would increase registrations. So rather than insert a CTA link like a marketing email would, we simply asked if they wanted to get a recording of the webinar – and waited for a reply.

Research Question

Will asking for a reply lead to greater webinar registrations?

Design

C: Standard CTA
T1: Ask for a reply (No Link)

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Standard CTA 2.6%
T1: Ask for a reply (No Link) 3.2% 24.8% 88.2%

This experiment has a required sample size of 5,341 in order to be valid. Since the experiment had a total sample size of 6,771, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

Although we didn’t reach our desired 95% level of confidence, this experiment certainly was approaching validity with a 24.8% increase in webinar registrations for the treatment. This further confirms our overarching hypothesis that people are more likely to engage and respond to personal email than something they view as marketing.

In order for this method to scale, we’ll have to find a way to more efficiently get people signed up who reply to our emails.


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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.