Today everyone is busy and impatient. A study from University of Massachusetts Amherst found the average user will give a video two seconds to load before ditching it. Organizations trying to engage users through e-mail face the same challenge. Each time a user has to make the conscious decision to take action it reduces the likelihood they will ultimately do so. Every click matters.
Our job as online organizers is not only to tell a compelling story to engage supporters on an issue, but give them the most frictionless path for taking action.
The typical e-mail campaign requires that your supporters take 3 distinct actions.
1. Be invested enough in your organization and the subject to open and read your e-mail.
2. Be motivated enough by your copy to click a link.
3. Care enough about the issue to complete your landing page form and click submit.
What if I told you we could cut out a step? Think it would have a big impact on your campaign’s action rates? Guess what? We can and it did!
1. Be invested enough in Feeding America and the subject to open and read the e-mail.
2. Be motivated enough by the copy to submit the form directly from the e-mail body.
3. [nothing else]
Yes, that’s right. Supporters who have previously taken action with Feeding America were able to view and complete the landing page form directly from the e-mail. We assumed that this would have a big impact on the campaign, however, we like to test all of our assumptions and ran this campaign as a 50/50 split test. The result was overwhelming. The two-step campaign outperformed the control (three-step) campaign by 66%.
That’s a tremendous lift for such a small change. We’re still digging into the test data, but in my opinion there were two factors at play here. One is the reduction of friction. By removing the landing page step, Feeding America essentially turned every click into an action. It eliminates the typical drop you’ll see from your Click Rate to your Action Rate. However, that alone can’t entirely account for a 66% lift. In my opinion the other driver of the lift was the visual cue supporters got by actually seeing the landing page form in the body of the e-mail. It is more eye catching and engaging than even the best worded hyperlink text could be.
We’re going to continue to test out this capability and will undoubtedly learn more along the way, so stay tuned for further updates. In the meantime, if you are interested in trying out a two-step action with your list, contact us and we’ll be happy to talk through how we can leverage this ability to increase your action rates as well.