How adding clarity to petition summaries led to increase in emails acquired
Canadian Taxpayers Federation
A not-for-profit citizen's advocacy group dedicated to lower taxes, less waste and accountable government.
Experiment Summary
Timeframe: 04/03/2024 - 04/17/2024
In this experiment, Canadian Taxpayers Federation was exploring how they might optimize the top of their petition funnel. Historically they have spent a lot of time and effort on optimizing paid ad campaigns driving traffic to specific petition offers. But they wondered if they could drive more motivated visitors to petition pages from their existing website traffic.
Their original petitions landing page had lots of summary cards showing the title of the petition, a representative image, and a “Sign the Petition” call-to-action button.
They wondered if adding brief descriptions to the petition summary cards would give more context to the user and ultimately lead to more petition signers.
Research Question
Adding descriptions to the petition summary cards for non-paid website traffic will lead to an increase in petition signatures because it adds more clarity and strengthens the motivation of the user clicking through.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 39.6% | ||
| T1: | Treatment 1 | 46.4% | 17.3% | 89.9% |
This experiment has a required sample size of 400 in order to be valid. Since the experiment had a total sample size of 558, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
Adding the brief descriptions to the petition summaries led to a 17% increase in petition signatures.
While historically this page has not been a significant driver of petition signatures, this experiment shows that the potential is there to drive more motivated users into a key acquisition funnel. It just requires some optimization to understand what will drive motivated click-throughs from existing website traffic.
Future experimentation should focus on template-level ideas that can increase the clarity of these petition offers as well as drive more motivated traffic through to the next step.