Luther Seminary
How adding social proof to a ebook acquisition page affects sign up rate
Experiment ID: #155741
Luther Seminary
Experiment Summary
Timeframe: 06/12/2023 - 07/02/2023
This ministry client is offering a free online course on the book of Psalms through paid Facebook ads. We wanted to increase the email sign-up rate on the landing page, so we decided to test adding the concept of social proof. We added social proof by adding a floating white box that says “We’ve already had over 3,000 people sign up for this online course! Will you join the group of people who are expanding their knowledge of the Book of Psalms?”
Research Question
We believe that adding social proof for online course enrollees will achieve a higher email sign up rate because the social proof shows the user that there are others who have downloaded the ebook and it offers them a chance to join a group of others with similar interests.
Design
C: Control
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[tp-image-grid-width] => 700
[tp-image-grid-height] => 496
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-50x35.png
[admin-width] => 50
[admin-height] => 35
[full] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3.png
[full-width] => 1022
[full-height] => 724
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-372x264.png
[thumb_372-width] => 372
[thumb_372-height] => 264
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-882x625.png
[single_post_thumbnail-width] => 882
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-32x23.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-48x34.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-64x45.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 45
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-128x91.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 91
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-95x67.png
[thumb_122_67-width] => 95
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-153x108.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 108
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-130x92.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 92
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-232x164.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 164
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-544x385.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 385
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-271x192.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 192
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-271x192.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 192
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-243x172.png
[thumb_272_172-width] => 243
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-372x264.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 264
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-372x264.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 264
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-381x270.png
[thumb_385_270-width] => 381
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-340x241.png
[thumb_416_241-width] => 340
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-448x317.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 317
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-896x635.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 635
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-539x382.png
[thumb_574_382-width] => 539
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3-558x395.png
[thumb_776_395-width] => 558
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 213
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 283
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Social_Proof-3.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 425
)
)
)
Results
| |
Treatment Name |
Conv. Rate |
Relative Difference |
Confidence |
Average Gift |
| C: |
Control
|
36.7% |
|
|
$26.67 |
| T1: |
Social Proof
|
40.4% |
10.1% |
75.2%
|
$25.83 |
This experiment has a required sample size of
1,327 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
The key learnings from this experiment are as follows:
1. Adding social proof for the online course resulted in a 10.1% increase in email acquisitions with a 75.1% level of confidence. This indicates that social proof has a positive impact on encouraging users to sign up.
2. When analyzing the results based on gender, it was found that female visitors had a significant 681% increase in email acquisitions with a 100% level of confidence. This suggests that the addition of social proof had a strong and positive impact specifically on female visitors.
Based on these learnings, it is recommended to conduct further experiments with a larger sample size to validate the impact of social proof on overall email sign-up rates.