How a single social proof indicator affects name conversion - NextAfter
Human Coalition

How a single social proof indicator affects name conversion

Experiment ID: #2193

Human Coalition

Experiment Summary

Timeframe: 08/01/2015 - 10/01/2015

Online for Life had been running their primary name acquisition campaign, the Pro-Life Declaration, for more than a year. In that time, they had amassed a significant amount of names. They wanted to see if these nearly 200,000 names could provide “social proof” that would boost conversion. They created a treatment with a counter in the upper left — aside from this counter, nothing else on the page changed.

Research Question

Will inclusion of a “social proof” indicator boost conversion?

Design

C: Control Landing Page
T1: Landing Page (with social proof)

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control Landing Page 57.2%
T1: Landing Page (with social proof) 62.0% 8.4% 100.0%

This experiment has a required sample size of 808 in order to be valid. Since the experiment had a total sample size of 8,811, 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
× 8.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

Turns out that people like to see that other people have taken an action — in this case, signed a petition.


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #2193

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