Does separating the notice from the partner offer lift clicks?
On our article pages, a short notice sat inside the partner offer unit. We tested separating the notice from the offer. Over 8 days, clicks on the partner offer fell 50.3%.
Lost Responsive 8 days Called at 90%
The hypothesis
By separating the notice from the partner offer, we will help readers see faster how clicking benefits them, resulting in a higher click-through rate.
The partner unit combined an alert-style notice and the offer in 1 block. We expected that splitting them would make the offer's benefit clearer at a glance.
What we changed
The notice moved out of the partner offer into its own block
Var A pulled the notice out of the partner unit and gave it a separate design, leaving the offer on its own.
- Notice split from the partner offer
- Notice given its own design
The result
Clicks on the partner offer fell 50.3% with the notice separated
Over 8 days, the separated design drew 50.3% fewer clicks on the partner offer than the original, on mobile and desktop combined. The loss cleared our confidence bar, so we paused the test after 8 days rather than keep losing clicks.
What we took from it
Users preferred the notice and offer together in 1 unit
With the notice split off, the new design looked too much like the article content, and the offer got lost. Keeping the notice with the offer made the unit stand out as something to act on.
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