Results: Does segmenting by gender impact conversions?

Gender segmented email offer

Click here to enlarge

Standard email offer - not segmented by gender

Click here to enlarge

Does segmenting by gender impact conversions?

Loading ... Loading ...

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

Sign-up for the newsletter to get FREE A/B tests and more valuable content delivered to you every other week.

I agree to the Terms & Conditions.

Become a More Successful Digital Marketer

Pro Members get exclusive access to the full library of Archived Tests, helpful resources, plus personally connect with industry experts to get your specific questions answered. Get the Pro Advantage

Get Your A/B Test Featured!

Have your A/B test showcased. You'll get a great case study write-up, your logo prominently featured, linkbacks to your site, and social media promo, giving you valuable, free brand exposure. Submit Your Test
This week’s Featured Test is brought to you by:

Test Run By

Greenhouse Group

Test Run For

Staatsloterij

Test Run On

Oracle

WINNING VERSION

A

Poll Results - The Best Guesses:

Does segmenting by gender impact conversions?

  • Version A
  • Version B
Loading ... Loading ...

The segmented offer was the winner.

Read on to learn more.


Test Details & Background:

Greenhouse Group, a Dutch digital media agency, conducted this gender-specific case study for their client Staatsloterij, the Dutch national lottery company.

The study goal was to determine whether gender effected conversions to a lottery ticket bonus prize, sent by email.

To test, the audience was segmented by gender. Both readers who identified as either men or women received an email offer for a lottery prize. However in the variation, men saw a different featured bonus prize than females.

For those who identified as females, the advertised bonus was a chance to win tickets to a prestigious, sold out concert featuring the famous Dutch artist, Marco Borsato.

Initially, the team planned on offering this bonus to all players. But, after doing some research, discovered about 70% of all people who “liked” Marco Borsato on Facebook were women.

With this knowledge, the team suspected the bonus concert prize offer might not motivate the male audience segment to convert. So, the team decided to create a test variant for men, switching the concert ticket offer to a Jackpot lottery prize.


 

Poll Results - The Best Guesses:

Does segmenting by gender impact conversions?

  • Version A
  • Version B
Loading ... Loading ...
oh_snap-mobile

Sign-up for the newsletter to get FREE gamified A/B tests and more valuable content delivered to you every other week.

I agree to the Terms & Conditions.

Become a More Successful Digital Marketer

Pro Members get exclusive access to the full library of Archived Tests, helpful resources, plus personally connect with industry experts to get your specific questions answered. Get the Pro Advantage

Get Your A/B Test Featured!

Have your A/B test showcased. You'll get a great case study write-up, your logo prominently featured, linkbacks to your site, and social media promo, giving you valuable, free brand exposure. Submit Your Test
archived_tests-paywall_image jpg

7
COMMENTS: Tell Us Your Thoughts.

avatar
4 Comment threads
3 Thread replies
0 Followers
 
Most reacted comment
Hottest comment thread
4 Comment authors
Deborah OFred van EngelenPatrickSteven G Recent comment authors
  Subscribe  
newest oldest most voted
Notify of
Steven G
Guest
Steven G

Without confirming a drop below the control for females we could just be looking at a better offer. The conclusion is tenuous at best and has indicators of confirmation bias. As working women often deal with wage disparity, it is possible they would have responded in a similar fashion or at a higher rate. (Something that should also be tested against a financial demographic, not just gender)

Patrick
Member
Patrick

So none of the woman got to see the right offer? Then it’s not really a gender based test.

Fred van Engelen
Guest

I hope the email images are a mockup instead of the real emails since both men and women are addressed with “Beste heer”, which translates to “Dear Mr.”. No doubt that would affect the conversion rate for women.

Other Tests You Might Enjoy

Test Run By

Greenhouse Group

Test Run For

Staatsloterij

Test Run On

Oracle