How adding a button instead of a raw link increases clicks
The Missionary Oblates of Mary Immaculate
The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.
Experiment Summary
Ended On: 03/01/2019
We’ve tested a button over a raw link in previous emails and the button came out the winner. We wanted to test it one more time that had to do with prayer since that page is the top visited page on the website.
Research Question
Does adding a button instead of a link improve clicks?
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control - Link with No Button | 4.4% | ||
| T1: | Treatment - Button Link | 5.1% | 17.5% | 100.0% |
This experiment has a required sample size of 5,936 in order to be valid. Since the experiment had a total sample size of 46,251, 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:
17.5% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Like was observed in the similar experiments, a graphical button included in the email increased clicks by 17.5%. This provided readers with a clear call to action which helped motivate their activity.
It is worth pointing out that context is important in this experiment. Specifically, the email being sent was already a “graphical” email so the button did not look out of place. It would be worth re-testing this same concept with the stripped down email design is utilized.