A/B testing increases click to order rate for MacDonald Hotels

The Challenge

Macdonald Hotels wanted to find a way to improve click through rates on emails offers and increase customer engagement.

For many years Macdonald Hotels consistently used the term “book” as a call-to-action in marketing emails. Aware customers sourcing hospitality services liked to gather information on services and locations surrounding an email offer, RedEye recommended testing different terms on click through areas.

The challenge was to find a suitable term to generate maximum interest into finding out more about the hotels and offers available.

The Solution

To improve campaign click through rates and subsequently performance, RedEye worked with Macdonald Hotels to run a 33:33:33 ratio test using three different terms on the main call-to-action in an email creative.

• Template one included the term currently being used in emails which was “Book”.
• Template two included the term “Find”.
• Template three included the term “Read”.

The email went to a split test group, from which insightful statistics were found.

The Results

The optimisation test proved to be extremely effective.

Template three (featuring the term “Read”) proved to have the most positive uplift with a number of key performance metrics:

• Unsubscribe rates dropped, whilst click to order rate increased to 0.48% compared to 0.06% using the term “book”.

• The email also achieved a 44% increase in revenue compared to the original “Book” call to action email.