“Please confirm your email”

Canadian programmer and designer Alex Pankratov shared the results of A / B testing of the mailing list on his websites Bvckup.com and Bvckup2.com. The problem was that half of the users did not confirm their email address. For some reason, they did not click on the confirmation link in a letter from the mailing list robot. For almost two years, Alex tried to find out the reason and finally found it.



In the old version, the title of the letter “Email confirmation” was indicated. The number of completed registrations is 51%.







But the new version with the heading "Please confirm your email address" (Please confirm your email address).

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The number of completed registrations is 82% .



As you can see, the simplest change to the phrase can significantly improve the efficiency of the interface. After the fact it seems banal and obvious, but such errors are very hard to find.



Apparently, the first version of the heading looked for users with a certain “statement of fact” that does not require further action.