How a single social proof indicator affects name conversion
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
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.