How do I measure the impact of content tests (CTR, conversions)?
Content test measurement focuses on engagement and conversion metrics:
Click-through rate (CTR) serves as the primary metric. It measures whether body copy successfully motivates the desired action.
Conversion rate validates that clicks translate to business outcomes. Higher CTR means nothing if converters decline.
Revenue per email captures the full business impact including average order value differences. One version might convert fewer but higher-value customers.
Engagement depth for content-focused emails: time on page, pages viewed, scroll depth, or video completion rates.
Segment analysis checking whether different audience segments respond differently to copy variations.
Layer your metrics from immediate action to ultimate outcome. CTR shows what people do. Conversion shows what matters. Revenue shows what counts.
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