WUNC

How a testimonial on a landing page impacted sign ups

Experiment ID: #163279

WUNC

Experiment Summary

Timeframe: 11/02/2023 - 11/30/2023

WUNC is a local NPR station in North Carolina.

“Things To Do in North Carolina” is a content offer provided by WUNC in an effort to acquire new names and donors.

In an effort to increase conversions, we decided to add a testimony that WUNC received from someone who has requested the offer.

Research Question

We believe that by adding a testimonial for landing page visitors will achieve a higher sign up rate because there is validity in the value of the offer. because there is validity in the value of the offer. because there is validity in the value of the offer. .

Design

C: Control
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T1: Variation 2
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_2-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_2-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_2-39x50.png [admin-width] => 39 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_2.png [full-width] => 2760 [full-height] => 3538 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_2-372x477.png [thumb_372-width] => 372 [thumb_372-height] => 477 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_2-488x625.png [single_post_thumbnail-width] => 488 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_2-25x32.png [thumb_32_32-width] => 25 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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_2-372x477.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 477 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_2-211x270.png [thumb_385_270-width] => 211 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_2-188x241.png [thumb_416_241-width] => 188 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_2-320x410.png [thumb_448_410-width] => 320 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_2-640x820.png [thumb_448_410_retina-width] => 640 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_2-298x382.png [thumb_574_382-width] => 298 [thumb_574_382-height] => 382 [thumb_776_395] => 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Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 44.3%
T1: Variation 2 50.8%14.7% 97.0%

This experiment has a required sample size of 454 in order to be valid. Since the experiment had a total sample size of 1,110, 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
× 14.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

The key learning from this experiment is that adding a testimonial to the landing page for the “Things To Do in North Carolina” offer resulted in a higher sign up rate. The treatment group that saw the landing page with the testimonial had a 14.7% increase in email acquisition compared to the control group.

This suggests that including a testimonial adds validity and trust to the offer, making it more appealing to potential donors. In future experimentation, it would be beneficial to continue testing the effectiveness of testimonials or social proof elements on landing pages for different content offers or donation campaigns. Additionally, it would be worth exploring other methods to build trust and credibility, such as featuring testimonials from well-known individuals or partnering with influencers in the community.

Overall, this experiment demonstrates the importance of social proof in increasing conversions and can guide future optimization strategies for acquiring new names and donors for the nonprofit.


Experiment Documented by NextAfter

Question about experiment #163279

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