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)
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