Version A – Email campaign enticing callers to purchase phone credit with an orange button offering “241 extra minutes” free Version B – Exact same email campaign, but instead the CTA button offer was for a free “$3 bonus”
Key Performance Indicator (KPI):
Clickthrough rate (CTR)
Test Goal:
Increase calling card credit purchases
Traffic Source:
Existing email list of subscribers to PhoneIndia.com services; test was conducted on all subscribers who opened the email
Audience:
Users interested in purchasing calling cards to phone family, friends, and loved ones in India
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