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CitizenGo

How Adding a Progress Thermometer and CTA Button Doubled Homepage Petition Clicks

Experiment ID: #205121

CitizenGo

Experiment Summary

Timeframe: 07/30/2026 - 08/12/2026

Following the massive success of our first homepage design test, CitizenGO ran a Round 2 follow-up experiment from July 30 to August 12. The experiment used a 50/50 traffic split primarily drawing direct traffic across the UK (EN GB) and Spain (HO) homepages.

In this iteration, the winning layout from Round 1 served as our new Control baseline. We wanted to optimize the petition cards directly below the category topic buttons to increase overall petition engagement (driving email acquisitions and donations).

The Treatment version introduced two key enhancements to the petition cards:

  1. A Visual Progress Thermometer: Showing current signatures against a set goal (e.g., “70,863 Signatures / Goal: 100,000”), visualizing the specific amount of signers still needed.
  2. An Explicit CTA Button: Adding a high-visibility, colored button explicitly prompting users to “Sign the petition” / “Firma la peticiĂłn”.

The goal of this experiment was to evaluate if making the petition cards more interactive and visually appealing would capture visitor interest and drive more traffic to the petition landing pages to sign.

Research Question

We believe that adding a visual progress thermometer and an explicit “Sign the Petition” button to petition cards for direct homepage visitors in the UK and Spain will increase petition clicks, as making the cards interactive and visually appealing leverages social proof and visual momentum, giving users a low-friction pathway to action.

Design

C: Control
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T1: Treatment #1
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[thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-153x87.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 87 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-130x74.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 74 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-232x131.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 131 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-544x308.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 308 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-271x153.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 153 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-271x153.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 153 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-272x154.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 154 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-372x210.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 210 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-372x210.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 210 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-385x218.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 218 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-416x235.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 235 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-448x253.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 253 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-896x507.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 507 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-574x325.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 325 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45-698x395.png [thumb_776_395-width] => 698 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 170 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 226 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-45.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 339 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 7.8%
T1: Treatment #1 18.7% 139.5% 100.0%

This experiment has a required sample size of 75 in order to be valid. Since the experiment had a total sample size of 14,506, 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:

    139.5% increase in traffic
Ă— 0% increase in conversion rate
Ă— 0% increase in average gift

Key Learnings

Key Learnings: 1.) Petition Engagement Skyrocketed: Adding the visual thermometer and explicit signature button more than doubled petition card clicks

  • Combined Performance: Click-through rates on petition cards surged from 7.80% to 18.67%—representing a massive +139.5% relative increase with 100% statistical confidence
  • UK (EN GB): Clicks rose from 7.76% (141 clicks) to 16.79% (319 clicks)—a +116.0% relative lift (100% confidence).
  • Spain (HO): Clicks rose from 7.81% (418 clicks) to 19.33% (1,051 clicks)—a +147.5% relative lift (100% confidence).
  2.) The Landing Page Gap: While the new card design was incredibly efficient at sending traffic to petition landing pages (+139.5% clicks), we did not see a corresponding surge in final email acquisitions
  • Combined Email Acquisitions: Rose slightly from 28.72% to 29.36% (a minor +2.2% relative lift with a low 60% confidence level).
  • UK (EN GB): Rose from 26.73% to 28.26% (+5.7% relative lift, 70% confidence).
  • Spain (HO): Rose from 29.40% to 29.74% (+1.2% relative lift, 30% confidence).
  Next Steps & Future Implementation: Because the new petition cards successfully captured visitor attention and dramatically increased the rate of users entering the petition funnel, the thermometer and sign button will be incorporated into the new baseline homepage design. We are planning a few follow-up tests to continue optimizing this process:
  • Petition Landing Pages: We're building out a test that adds a "Take Action Now" headline and grey box around the email capture form to use the same visual momentum
    principles used in this experiment
  • Homepage Test V3: Using this test as our new control, we're adding a "share" button directly next to the "sign" button on the petition cards. This will bypass the signing page and take users straight to the sharing options, allowing supporters to easily advocate for the cause among friends + family.
 

Experiment Documented by NextAfter

Question about experiment #205121

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