How adding an image in the email copy impacted clicks
Leadership Institute
Experiment Summary
Timeframe: 09/08/2015 - 09/22/2015
The Leadership Institute wanted to see if including an image screenshot would impact clicks against an email with similar copy but no image. The image was a screenshot of an appearance of an LI employee on Fox News.
Research Question
Will adding a screenshot image of a video into the email copy impact clicks?
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Video version | 12.6% | ||
| T1: | Non-video version | 16.6% | 31.2% | 100.0% |
This experiment has a required sample size of 617 in order to be valid. Since the experiment had a total sample size of 7,214, 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:
31.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The results of this experiment showed a 31.2% increase in traffic with the email that did not include a screenshot image of the video. The Leadership Institute can continue to test this idea by positioning the video before the link in the copy as well as using copy that informs the reader the video is of a media hit.