Articles
0 Comments

Journal Selections from MSI

“Yes/No” Format Gets People to Click

Two experiments examine consumer response rates and participation.

Eleanor Putnam-Farr and Jason Riis compare consumer response rates to “yes-no,” versus an opt-in approach such as “Click here to enroll.”

Using two field experiments in an e-mail enrollment context, they find that the “yes/no” format offers an advantage over opt-in in initial choices (click-through rates). Across the experiments, 40%–125% more people clicked from the yes/no format compared with opt-in. Further, the click-through advantage led 89% more people to participate in the program when an enrollment step immediately followed the click.

Download from the American Marketing Association 
“Yes/No/Not Right Now”: Yes/No Response Formats Can Increase Response Rates Even in Non-Forced-Choice Settings by Eleanor Putnam-Farr and Jason Riis, Journal of Marketing Research (June 2016)

Journal Selections from MSI (October 2016)

Comments:

You must be logged in to leave comments. Please login.

3 WAYS to GET CONNECTED

Business

Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.

More

Academic

Qualified academics benefit from a relationship with MSI through access to MSI.org, conferences and research opportunities.

More

Public

The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.

More

Featured:

Ten Highlights from 2016

A year at the Marketing Science Institute: we look back on ten events and initiatives through the eyes of our members, academics and staff.

Read More

Stay Informed

The MSI Mailing List

Subscribe to our email list to stay informed about upcoming events, news, etc.

Social Media