Hoover Institution

Does adding recency and social proof on a landing page impact email acquisitions?

Experiment ID: #194886

Hoover Institution

Experiment Summary

Timeframe: 01/27/2025 - 02/05/2025

This experiment was conducted for the Hoover Institution, a public policy think tank dedicated to promoting ideas for a free society. The test evaluated the impact of social proof language on the landing page for the offer, Dueling Populisms, focusing specifically on its effect on email acquisition. The social proof language highlighted the number of downloads for each offer overall VS the number of downloads this month to determine which messaging could encourage more donations.

Research Question

We believe that using the amount of downloads from this month for Hoover’s audience will achieve an increase in email acquistion because it suggests recent ongoing popularity and drives urgency so people will feel like they don’t want to miss out. It also might feel more believable as a smaller number rather than a marketing exaggeration.

Design

C: Downloaded Overall
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T1: Downloaded this Month
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[thumb_32_32-width] => 32 [thumb_32_32-height] => 30 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-48x45.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 45 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-64x60.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 60 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-128x119.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 119 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-72x67.png [thumb_122_67-width] => 72 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-153x143.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 143 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-130x121.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 121 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-190x177.png [thumb_232_177-width] => 190 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-544x507.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 507 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-271x253.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 253 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-271x253.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 253 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-184x172.png [thumb_272_172-width] => 184 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-372x347.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 347 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-372x347.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 347 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-290x270.png [thumb_385_270-width] => 290 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-259x241.png [thumb_416_241-width] => 259 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-440x410.png [thumb_448_410-width] => 440 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-880x820.png [thumb_448_410_retina-width] => 880 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-410x382.png [thumb_574_382-width] => 410 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2-424x395.png [thumb_776_395-width] => 424 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 280 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 373 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Downloaded_this_Month-2.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 559 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Downloaded Overall 6.6% $37.69
T1: Downloaded this Month 7.2% 9.5% 86.2% $66.61

This experiment has a required sample size of 12,482 in order to be valid. Since the experiment had a total sample size of 14,429, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

Key learnings from this experiment: 1. Social proof language that highlights recent activity can have a positive impact on email acquisition. The treatment version, which featured the number of downloads for the current month, resulted in a 9.5% increase in email acquisition compared to the control version. 2. The treatment version created a sense of urgency and exclusivity, making the offer more compelling to potential donors. 3. While the results show promise, further testing is recommended to validate the effectiveness of using recent download numbers as social proof. How to use what was learned in future experimentation: 1. Continue to test different types of social proof language to see what resonates best with potential donors. This could include not just recent activity, but also other forms of social proof such as testimonials or reviews. 2. Consider incorporating elements of urgency and exclusivity in future messaging to increase engagement and drive action. 3. Use this experiment as a foundation for further optimization of landing pages and donation offers, keeping in mind the potential impact of social proof on donor behavior.


Experiment Documented by NextAfter

Question about experiment #194886

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.