Simple usability changes resulted in a 1.3% uplift in click-through rates.
Our client’s email campaigns deliver to a high volume of users and generate monthly revenue by driving traffic to an online store. The emails typically feature offers such as ‘money off’ vouchers or exclusive ‘web only’ deals.
The client’s email template features a header, product images and body copy in the following layout:
We suspected that users would be seeing a large part of their mail preview panel filled with that initial image, which on some mail clients wouldn’t load by default.
This resulted in a large ‘broken image’ placeholder filling the message screen, and causing more users to ‘delete on sight’.
The revised design (below) splits the header image into an offer message and product shots and places an introductory paragraph between them.
An A/B trial was used to determine a performance difference between the two layouts.
The average click-through rate increased from 1.5% on the first design to 2.8% on the revised version.
The 1.3% difference might not sound like much, but it’s all about the numbers. On an average campaign revenue of £800,000 that’s £10,400 extra revenue each and every time that campaigns are sent in the new format.