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American Cornerstone Institute

How adding social proof and urgency on a landing page impacted survey submissions

Experiment ID: #90925

American Cornerstone Institute

Experiment Summary

Timeframe: 04/11/2022 - 05/12/2022

ACI was running a survey with high volume but a lower than ideal conversion rate. We evaluated the page for opportunities to increase email acquisition. The first treatment we developed included the element of social proof and let people know that over 55,000 other people had already submitted the survey to increase legitimacy of the offer. We visually highlighted this with a live counter at the top of the page. For the second treatment, we added language to let visitors know we had a goal of 100,000 submissions and their survey response would count toward that goal. We also emphasized this with a progress bar at the top of the page and asked for their help in getting closer to reaching the goal.

Research Question

We believe that adding social proof and urgency toward a specific goal for survey takers will achieve an increase in email acquisition.

Design

C: Control
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300 ) ) )
T1: Herd Mentality (55K responses)
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T2: Goal-Focused (100K Goal)
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300 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 43.5% $0.00
T1: Herd Mentality (55K responses) 46.2% 6.4% 94.1% $0.00
T2: Goal-Focused (100K Goal) 47.4% 9.1% 99.4% $0.00

This experiment has a required sample size of 1,821 in order to be valid. Since the experiment had a total sample size of 6,924, 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
× 9.1% increase in conversion rate
× 0% increase in average gift

Key Learnings

After running for the experiment for one month, when looking at overall traffic, the second treatment had a 3.4% lift in email acquisition with an 81.9% level of confidence. However, when we assessed mobile traffic specifically, we saw a 6.4% directional increase in email acquisition with 94.1% level of confidence on the first treatment and a valid 9.1% increase in email acquisition with 99.3% level of confidence. Additionally, when we isolated traffic by new visitors we also had a 4.9% directional increase in email acquisition with a 91% level of confidence. We believe this was due to the increase in urgency and motivation by highlighting the progress towards the goal on the landing page for page visitors. Because mobile visitors make up almost half of the traffic to the page and neither treatment was showing a decline for overall traffic, we will move forward with rolling out the second treatment to 100% of traffic for future survey takers. For future testing, we could also increase urgency on the landing page by adding a countdown timer or by indicating a specific deadline in the copy to reach 100K responses.

Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #90925

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