Specific or simple? Which works best for email conversions?

🎉Be Part of the Best in Test Awards! 🎉 Find out more

🏆 Best in Test Awards 2026 🏆 | Win prizes for your experiments | June 10 · 11 AM ET | Register and enter your tests today | More info

guess_the_test-white-green

Can You Guess Which Test Won?

With or without the Johnson Box?

With Johnson Box

version_a-with_johnson_box

Without Johnson Box

version_b-without_johnson_box

Get access to see results

Difference Between Versions:

Version A – Email campaign using a “Johnson Box” to highlight specific lottery code activation instructions
Version B –Same email without the Johnson Box or highlighted instructions

Key Performance Indicator (KPI):

Clickthrough rate (CTR) on the Call To Action (CTA) buttons, measured by Click-to-open rate

Test Goal:

Determine if the email campaign with or without the Johnson Box would win

Traffic Source:

All email traffic from a pre-existing email list

Audience:

Dutch lottery goers subscribed to the VriendenLoterij site

Organization:

VriendenLoterij: a Dutch lottery organization

This week’s Featured Test is brought to you by:

Test Run By:

Test Run By and For:

Special Offer