Using multivariate testing in email campaigns increases the click-through rate. Recent discussion on our website pointed out that there is a bit of skepticism whether an increase in click-through also leads to an actual increase of conversion and an increase in profit in the end. As Dave Westerhof, from Bol.com, stated “Imagine a funnel where a customer goes from opener to clicker to buyer. Averages are mostly known per business for every step, say for instance from opener to clicker is 50% and from clicker to buyer is 40%. By increasing the initial 50% to 51%, we can derive an increase in profit at the end, ceteris paribus (40%).”
Of course, if your email campaign announces something you don’t offer (false advertising), your click-through rate will boom, but you’re sales figures won’t follow. In a normal case, however, you’re just testing different images to attract more people to your offer or to improve the usability and make it easier to click-through. In those cases, an increase in clickers equals an increase in buyers.