Imagine that before your next newsletter goes out, you want to know which one of your two call to action ideas attracts more clicks: “Buy now!” (a) or “See more!” (b). Therefore, you conduct a split a/b pretest. One hour later, the results are in. Within your control group (a), 100 of 1.000 recipients clicked a link. The test group (b) reveals a 15% unique click rate – i.e. even 150 recipients clicked…
Question: Can call to action (b) really attribute for +50 clickers, or was the difference in click rates between (a) and (b) due to chance?
And what, if we compared a 10% to a 11% unique click rate? Or if we’d check 200 versus 220 unique opens? Or 10 vs. 20 unsubscribes? Continue reading
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