How the placement of a lock icon impacted sign ups on a petition
Experiment ID: #103489
Canadian Taxpayers Federation
Experiment Summary
Timeframe: 08/08/2022 - 08/25/2022
We had previously run an experiment on petition pages that added a lock icon and security statement in the petition signature box on an email acquisition page but the results were flat and unclear if making this change had any impact on conversion. We wondered if the icon itself was too far removed from the security statement “We take data security and privacy seriously…” for page visitors to make the connection between the two elements. We created a new treatment that moved the padlock icon next to the privacy statement to enhance the safety of the information being requested for submission on the page in an effort to reduce anxiety and friction about giving away contact information. We were curious if emphasizing the commitment to security at the point of decision-making near the submit button would convince more people to convert.
Research Question
We believe that highlighting the security of contact information for petition signers will achieve an increase in email conversion.
Design
C: Control
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[1536x1536-height] => 1318
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-2048x1758.png
[2048x2048-width] => 2048
[2048x2048-height] => 1758
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 601
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-50x43.png
[admin-width] => 50
[admin-height] => 43
[full] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10.png
[full-width] => 2158
[full-height] => 1852
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-372x319.png
[thumb_372-width] => 372
[thumb_372-height] => 319
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-728x625.png
[single_post_thumbnail-width] => 728
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-32x27.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 27
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-48x41.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 41
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-64x55.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 55
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-128x110.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 110
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-78x67.png
[thumb_122_67-width] => 78
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-153x131.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 131
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-130x112.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 112
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-206x177.png
[thumb_232_177-width] => 206
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-544x467.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 467
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-271x233.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 233
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-271x233.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 233
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-200x172.png
[thumb_272_172-width] => 200
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-372x319.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 319
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-372x319.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 319
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-315x270.png
[thumb_385_270-width] => 315
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-281x241.png
[thumb_416_241-width] => 281
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-448x384.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 384
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-896x769.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 769
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-445x382.png
[thumb_574_382-width] => 445
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10-460x395.png
[thumb_776_395-width] => 460
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 257
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 343
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Padlock_Image-10.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 515
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 48.6% | $0.00 | ||
| T1: | Padlock Image | 51.9% | 6.9% | 98.2% | $0.00 |
This experiment has a required sample size of 1,731 in order to be valid. Since the experiment had a total sample size of 5,009, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 6.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
What we found after running the experiment for 2 weeks on multiple petition pages was that the treatment version led to a 6.9% increase in conversion rate with 98.1% level of confidence so the test results are valid. We saw increases in every audience segment across multiple devices. Because this was the only element that was altered, we are confident that the new placement on the page helped serve as a visual reminder of security that reduced visitor anxiety and made them more comfortable providing their contact information and clicking the submit button. Moving forward, we will update the icon placement for other active email acquisition offers to benefit from this lift in conversion.