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Hoover Institution

Does adding social proof on a landing page affect the conversion rate on an instant donation page?

Experiment ID: #194743

Hoover Institution

Experiment Summary

Ended On: 01/17/2025

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 landing pages for content offers, focusing specifically on its effect on donor conversion rates. The social proof language highlighted the number of downloads for each offer to determine whether this messaging could encourage more donations.

Research Question

We believed that adding social proof language (e.g., “___ people downloaded this ebook – Will you?”) to landing pages would increase donor conversion rates on the instant donation page by reinforcing the value and credibility of the content/Hoover.

Design

C: Control
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T1: Treatment #1
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[thumb_122_67-width] => 73 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-153x141.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 141 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-130x119.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 119 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-193x177.png [thumb_232_177-width] => 193 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-544x500.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 500 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-271x249.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 249 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-271x249.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 249 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-187x172.png [thumb_272_172-width] => 187 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-372x342.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 342 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-372x342.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 342 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-294x270.png [thumb_385_270-width] => 294 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-262x241.png [thumb_416_241-width] => 262 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-446x410.png [thumb_448_410-width] => 446 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-893x820.png [thumb_448_410_retina-width] => 893 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-416x382.png [thumb_574_382-width] => 416 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150-430x395.png [thumb_776_395-width] => 430 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 276 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 367 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-150.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 551 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.33%
T1: Treatment #1 0.40% 21.7% 77.1%

This experiment has a required sample size of 54,629 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

Main Takeaway

The test version with social proof outperformed the control in donor conversion rates, achieving a 21.7% higher conversion rate overall. Notably, offers with fewer than 100,000 downloads saw a substantial improvement in donor conversions, while offers with higher download counts showed limited impact, suggesting that social proof may be more effective for less popular offers.

Performance Metrics and Insights:

  • Impact by Download Range:
  • Offers with less than 100k Downloads: 108% increase in conversion rate with the test, with a confidence level of 91.2%.
  • Offers with more than 100k Downloads: 9.1% increase in conversion rate with the test, with a confidence level of 40% (not statistically significant).


Observations:

  • The strong improvement in donor conversion rates for offers with fewer downloads suggests that social proof helps boost perceived value and trust for less popular content.
  • For highly downloaded offers, social proof may be less impactful because the content or author likely already conveys significant credibility, reducing the need for additional reinforcement.
  • The variation in results between download ranges indicates that content characteristics, such as the topic or author, could be influencing donor behavior and diluting the effect of social proof.


Next Steps

  1. Target Lower Download Offers: Prioritize adding social proof to landing pages for less popular offers, where it has demonstrated the most significant impact on donor conversions.
  2. Content-Specific Testing: Test the addition of social proof language for high-download offers while controlling for content variables to isolate its effect.
  3. Test Social Proof Variations: Experiment with different formats of social proof, such as testimonials or real-time counters, to evaluate their impact on donor conversion rates.


This experiment highlights the nuanced role of social proof in influencing donor behavior, particularly for content offers with lower perceived credibility or popularity. Continued testing will help refine strategies for maximizing donations across a variety of offers.


Experiment Documented by NextAfter

Question about experiment #194743

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