EDM policy: Which email is more attractive?

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Lab: Background and Design

In this experiment, we are responsible for providing a quarterly report to some business leaders for a large financial company. In this email, a White Paper that can be downloaded for free will appear. In general, the company wants to establish a strong cooperative relationship by providing valuable content to potential customers.

The purpose of this experiment is to provide the email CTR and download it successfully. Therefore, we designed a simple A/B test. The two email versions are as follows:

Version

Version B

Version A provides a detailed overview of the downloaded content. It includes the title, an introduction, and four key content points. There is also a download guide button.

In Version B, it is a distinctive title, and the content in the first three paragraphs of the article. There is a "read full text" link in the lower left corner, but it does not provide a download.

Which email version do you think is more attractive?

① Version

② Version B

Why?

Update: Test Results

Before we release the UPDATE results, we voted by a user. We get that version 52% supports version A, and version 48% supports Version B.

However, our final test result is that the CTR of Version B is 28.6% higher, and the conversion rate is 84.6% higher than that of Version.

Why is such a result? I think Version B is telling a story. It doesn't seem like selling something to you. It's easy for users to get rid of it and learn more about it.

In addition, Version B does not show most of the content as version a does. Out of curiosity, users are willing to click to learn more details.

What do you think?