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Can You Guess Which Test Won?

Does segmenting by gender impact conversions?

Gender segmented email offer

Standard email offer - not segmented by gender

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Difference Between Versions:

Version A – Email offer segmented by whether the reader was male or female. Offer on the left sent only females; offer on the right, only to males Version B – Standard email offer; same offer sent to both males and females

Key Performance Indicator (KPI):

Lottery ticket orders

Test Goal:

Determine if gender segmentation impacted lottery ticket orders

Traffic Source:

Existing email list

Audience:

Dutch lottery players, both male and female

Organization:

Staatsloterij - the Dutch state lottery system

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