Will adding a unique donation amount to a button increase click rates?

Hypothesis

Adding a specific monetary ask to a CTA button will achieve higher click rates.

Experiment Design

We designed two identical versions of an email except for the CTA buttons. One version had a CTA like "Donate Now," while the treatment version of the CTA button had a CTA with a more specific monetary ask like "Donate $9 Now." Across multiple clients, we divided our lists in half randomly and served the emails, and recorded the results. Our sample metric was unique opens, and our testing metric was unique clicks.

Results

25.8% decrease in clicks. 99.9% statistically significant.

182089

Control Sample

182947

Treatment Sample

1057

Control Testing

788

Treatment Testing

Key Takeaways

A specific monetary ask did not increase clicks.

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Test Details

Vertical

Fundraising

KPI

Clicks

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