How links are placed in a digest email affects clickthrough
NextAfter
Experiment Summary
Timeframe: 02/22/2019 - 02/28/2019
In this experiment, we were continuing to test the format of our digest emails to optimize for more clicks. When setting up this email, we had 2 ideas of how we could link up the various articles, blogs, podcasts, etc. On the one hand, we could link up the description text so that the links are tied directly to the value copy. On the other hand, we could simply list out several links in a block below the description text.
Research Question
Which method of linking resources in a digest email will lead to more clicks?
Design
Results
Treatment Name | Click Rate | Relative Difference | Confidence | |
---|---|---|---|---|
C: | Linked Descriptions | 2.8% | ||
T1: | List of Links | 5.1% | 81.6% | 100.0% |
This experiment has a required sample size of 558 in order to be valid. Since the experiment had a total sample size of 8,366, 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:
81.6% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The list of links saw an 81% increase in clicks. It’s possible that having the linked up text in the description paragraphs made the email harder to read, or obscured all the different resources. Putting them in a list could make it more skimmable and easier to digest.
Question about experiment #10799
If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.