A/B Testing
Calls to Action
Context
I led two rounds of UsabilityHub experiments for email communications to PeopleGrove users. The purpose was to let alumni know they can reply to a student directly from their email account (rather than having to log back in to the platform). The objective was to make sure it was clear alumni could “reply to this message via email” without taking away too much from the primary CTA button “Continue Conversation.” I first started out with 6 different prototypes (not featured are two versions with the text below the button).
In the second round of experiments I took the top two performing configurations “Ghost button italic text above” and “Primary button with italic text above” in an 8 second click test to measure how many users understood they could reply to the email itself. The “Primary button with italic above” had higher numbers of users understanding they could reply by the email or via the “Continue Conversation” button and was ultimately the approach we moved forward with. Raw results for second “Ghost button italic text above” test and “Primary button with italic text above” results.