Execution details:
- A/B Test
- Altering banner at the top of the email to see if it impacts Clicks/Click Rate.
- Contact List
- Total Contacts: 121,758
- Criteria:
- Contacts whose:
- Last Order Date
- OR… Last Open Date
- OR… Contact Creation Date
- WAS AFTER… 6/30/2019
- Send Schedule
- 10% of Contact List sent to each on 4/16/2020 at 10:00am (20% of total sends)
- 80% Remainder split between the two emails on 4/16/2020 at 2:00pm.
Results:
V1
- Click Rate (clicks/opens): 0.79%
- Click Through Rate (clicks/delivered): 0.18%
- Open Rate: 23.13%
- Total Sends: 60,879
- Total Deliveries: 60,603
- Total Opens: 18,921
- Unique Opens: 14,020
- Total Clicks: 254
- Unique Clicks: 111
V2
- Click Rate (clicks/opens): 0.67%
- Click Through Rate (clicks/delivered): 0.16%
- Open Rate: 24.45%
- Total Sends: 60,879
- Total Deliveries: 60,625
- Total Opens: 19,806
- Unique Opens: 14,825
- Total Clicks: 240
- Unique Clicks: 99
Conclusions:
WINNER: V2
- Click Rate Winner: V2 (+0.12%) – NOT STATISTICALLY SIGNIFICANT
- Click Through Rate Winner: V1 (+0.02%) – NOT STATISTICALLY SIGNIFICANT
- Banner Clicks:
- V1: 5 Unique Clicks
- V2: 16 Unique Clicks
The subject lines and content were identical in both emails and only the banner at the top of the email was differed. We thought a change in graphic design may cause more people to click, but the results were inconclusive. However, the V2 version of the banner did receive over 3x more clicks directly on the banner image.
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