Version A – Abandon cart email campaign with low-friction, non-comital button copy stating, "Go back to Vodafone.nl" Version B – Exact same email campaign but instead with high-friction, goal-oriented copy stating, "Complete order"
Key Performance Indicator (KPI):
Clickthrough Rate (CTR)/email opens
Test Goal:
Get return users to add new items to the cart or extend their current phone contract
Traffic Source:
Existing email list
Audience:
Users who abandoned their shopping cart, mostly with a phone contract or sim card in the cart
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