“Dr. Suess wrote The Cat in the Hat with only 236 words, so his editor bet him that he couldn’t write a book with only 50 different words. Dr. Suess won the bet with Green Eggs & Ham, which became one of the best-selling children’s books of all time.”
This is a quote from my favorite chapter of Steal Like an Artist titled “Choose What to Leave Out”, and it applies directly to EVERYTHING in CRO.
Communicating rich thoughts and ideas with minimal waste is called “word economy” when we’re copywriting or designing headline experiments.
This is directly applicable to minimizing page elements, focused messaging, effective elevator pitches, or building your deck.
On the CRO side alone I’ve written out several examples of this concept in motion:
The Wall Street journal suggests that “Merry Christmas” still reigns in popularity as a season’s greeting over “Happy Holidays”
So how does emailing customers with one or the other impact conversion rates?
We selected a 100,000 customer list for a client who tested these subject lines:
A few additional notes on the test:
The client is a large retailer, their customers mirror a general sample of the USA.
The email mirrored the subject line’s message; all other elements were the same.
We sent the email on the 21st of December.
The results show a HUGE difference . . .
As you can see the “Merry Christmas” subject line drove nearly double the click through rate of the other subject lines.
While we haven’t included the “buy rate” in the chart above due to client confidentiality, the results were similarly impressive.
Nearly doubling the number of transactions by changing an email subject line fairly well illustrates why if you’re not rigorously testing every facet of your online business (or letting us do it for you!), you’re throwing money away.