B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
2%
2% -- click through rate change for B2B bulk-buying client email A/B split test (6-product-block test version vs control) (2020)
In a 2020 email A/B split test for a B2B bulk-buying client, the 6-product-block test version lagged the 4-product-block control in click-through rate (CTR) by 2%.
- within the margin of error
- open rates were identical between versions
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
2%
Unit
Percentage
Data Vintage
2020
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
55
Freshness
95
Source
Email Optimization Shop (Jeanne Jennings)
Primary
Tier A
https://emailopshop.com/case-study-more-products-less-revenue/ ↗
Source Article
Case Study: More Product Blocks, Less Revenue - Email Optimization Shop by Jeanne Jennings
Back in 2020, I was consulting for a B2B client with an enormous number of products. Their buyers are buying in bulk; they don’t buy one of an item, they buy 100 or 1,000 of an item. We did a series of A/B split tests, with different email templates, to find the ‘sweet spot’ – the perfect number of …
Original Research
Email Optimization Shop (Jeanne Jennings)
· Original study ↗
Methodology
Diagnostic metrics: open rates were the same between versions; test version lagged control in CTR by 2%, which the author notes is within the margin of error.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B bulk-buying client email A/B split test (6-product-block test version vs control): 2% click through rate change. Source: Email Optimization Shop (Jeanne Jennings) (2020). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-email-test-2-percent-lower-ctr
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<blockquote cite="https://lighthousedata.io/data/b2b-email-test-2-percent-lower-ctr" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>2%</strong> -- click through rate change for B2B bulk-buying client email A/B split test (6-product-block test version vs control)<br><small>Source: Email Optimization Shop (Jeanne Jennings) (2020) · <a href="https://lighthousedata.io/data/b2b-email-test-2-percent-lower-ctr" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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