How a social proof slider showing who just signed a petition impacted petition signature rate
Experiment ID: #56464
Canadian Taxpayers Federation
Experiment Summary
Timeframe: 08/29/2020 - 09/20/2020
As a part of Canadian Taxpayer’s efforts to increase petition signature rates, we decided to experiment with using social proof to create momentum for those considering signing the petition. We decided to show petition page viewers (who had not yet signed the petition) a treatment that displayed a notification in the bottom/left side of their screen showing the first name & province location of the person that just recently signed the petition.
If others also signed the petition while they stayed on the page, new slide-out notifications with the next signer’s information would display to the person on the page, as well.
Research Question
Does showing who just signed a petition in a notification window to petition page viewers increase petition signature rate?
Design
C: Control
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[2048x2048] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11.jpg
[2048x2048-width] => 1215
[2048x2048-height] => 793
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 457
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-50x33.jpg
[admin-width] => 50
[admin-height] => 33
[full] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11.jpg
[full-width] => 1215
[full-height] => 793
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-372x243.jpg
[thumb_372-width] => 372
[thumb_372-height] => 243
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-958x625.jpg
[single_post_thumbnail-width] => 958
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-32x21.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-48x31.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-64x42.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 42
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-128x84.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 84
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-103x67.jpg
[thumb_122_67-width] => 103
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-153x100.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 100
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-130x85.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 85
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-232x151.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 151
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-544x355.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 355
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-271x177.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 177
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-271x177.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 177
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-264x172.jpg
[thumb_272_172-width] => 264
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-372x243.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 243
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-372x243.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 243
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-385x251.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 251
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-369x241.jpg
[thumb_416_241-width] => 369
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-448x292.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 292
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-896x585.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 585
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-574x375.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 375
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11-605x395.jpg
[thumb_776_395-width] => 605
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 196
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 261
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Social_Proof-11.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 392
)
)
)
Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 62.7% | ||
| T1: | Social Proof | 62.6% | -0.1% | 6.5% |
This experiment has a required sample size of 5,648,847 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
After running the experiment for nearly a month and collecting 12,000+ total signatures, we could discern no noticeable difference between the two treatments. What does this mean? It means that the notification window doesn't do enough to create momentum to improve petition signature rates. Our overall team did acknowledge that perhaps showing personal details was a "turn off" for some, as much as it might have pushed more to sign, as privacy is really important to some folks in the Canadian Taxpayer's audience. This theory is testable, so further experimentation with address data security and privacy is a follow-up experiment we are looking to run next.