IMGE Testing Hub — Always-On Experimentation & Test Results
Hypothesis
Providing multiple links in an MMS for our active shortcode will achieve more clicks per text message.
Experiment Design
We split our MMS sends into two versions: a control group with one link and a treatment group with an additional CTA and link closer to the top of the text. We conducted this experiment across a few clients, and the aggregate results are below.
Results
Treatment resulted in an 8.8% decrease in clicks. 99.9% significance level.
77378
Control Sample
73446
Treatment Sample
5975
Control Testing
5170
Treatment Testing
Key Takeaways
Providing multiple links in an MMS did not achieve more clicks.
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Test Details
Vertical
Marketing
KPI
Clicks