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CitizenGo

How copy and checkbox design drive GDPR consent opt-ins during a high urgency campaign

Experiment ID: #196903

CitizenGo

Experiment Summary

Timeframe: 04/17/2025 - 04/24/2025

CitizenGO is a global community that uses online petitions and action alerts to defend life, family, and liberty. Their platform enables individuals to influence decision-makers worldwide by leveraging the collective support of like-minded citizens.

This experiment stems from a review of GDPR (General Data Protection Regulation) requirements, which mandate that organizations obtain explicit consent from users before collecting or processing their personal data, including email addresses. As part of this compliance, it’s important to design petition sign-up forms in a way that ensures users are properly informed and opt in to receive future communications.

For this test, we are evaluating different designs for the GDPR consent checkbox on petition landing pages. The current design includes the following two options:

  • I want to know if this petition wins and how I can help other citizen petitions.
  • I don’t want to know how this petition or other important petitions are progressing.

The proposed test will compare three variations of the GDPR consent checkbox:

  1. Control – The current checkbox design to track opt-ins.
  2. Treatment 1 – A simplified design with a single checkbox and long privacy copy above it, providing detailed information in accordance with GDPR requirements.
  3. Treatment 2 – A “Christian Lawyer” style design featuring a concise statement next to the checkbox, with a link to additional privacy policy details placed below the petition submission button.

The test will be run on the German petition pages (launching inline with their Stop Digital Euro Campaign) with traffic split evenly across all three variations. This experiment will help determine which design leads to higher consent opt-in rates while maintaining GDPR compliance.

Research Question

We believe that simplifying the GDPR consent process by using a single checkbox with clear privacy language will reduce friction for users and increase the opt-in rate for receiving future communications.

Design

C: Control
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T1: Treatment 1
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T2: Treatment 2
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395 [gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ca2a97a6_1746027566140_Screenshot2025-04-30at10.39.20 AM.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 217 [gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ca2a97a6_1746027566140_Screenshot2025-04-30at10.39.20 AM.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 289 [gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/ca2a97a6_1746027566140_Screenshot2025-04-30at10.39.20 AM.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 434 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 3.8%
T1: Treatment 1 8.9% 136.2% 100.0%
T2: Treatment 2 11.9% 214.6% 100.0%

This experiment has a required sample size of 132 in order to be valid. Since the experiment had a total sample size of 42,526, 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:

    136.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

This test ran for 1 week and we observed significant differences in opt-in clicks across the different treatments. This result is parallel to what we saw when we ran this test on Hazteoir petition pages. Results:

  • Control: 14,099 samples | 535 opt-in clicks | 6,707 email acquisitions
  • Treatment 1: 14,274 samples | 1,272 opt-in clicks | 6,667 email acquisitions
  • Treatment 2: 14,155 samples | 1,680 opt-in clicks | 6,808 email acquisitions
Both Treatment 1 and Treatment 2 significantly outperformed the control in terms of opt-in clicks. Treatment 1 increased clicks by 137.7%, while Treatment 2 delivered a 213.7% increase—both at a 100% Level of Confidence (LoC). However, despite the dramatic increase in opt-in clicks, there was no meaningful impact on the number of email acquisitions:
  • Control conversion rate: ~47.6%
  • Treatment 1 conversion rate: ~46.7%
  • Treatment 2 conversion rate: ~48.1%
These findings confirm the earlier results: modifying the opt-in language significantly boosts consent interaction without harming email list growth. Recommendation: We recommend implementing Treatment 2 across CitizenGO’s German-language petition pages. It showed the strongest lift in opt-in clicks—more than triple the control—and maintains a stable email acquisition rate, aligning with the campaign’s strategic goal of increasing user engagement and consent.
 

Experiment Documented by NextAfter

Question about experiment #196903

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