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CitizenGo

How copy and checkbox design drive GDPR consent opt-ins

Experiment ID: #195887

CitizenGo

Experiment Summary

Timeframe: 03/05/2025 - 03/12/2025

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 Hazteoir petition pages, 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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Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 4.4%
T1: Treatment 1 9.7% 121.7% 100.0%
T2: Treatment 2 12.4% 182.8% 100.0%

This experiment has a required sample size of 145 in order to be valid. Since the experiment had a total sample size of 33,437, 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:

    121.7% 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.
  • Control: 10,980 samples, 481 opt-in clicks, 5,599 email acquisitions
  • Treatment 1 (Long): 11,262 samples, 1,094 opt-in clicks, 5,718 email acquisitions
  • Treatment 2 (Christian): 11,195 samples, 1,387 opt-in clicks, 5,762 email acquisitions
The Treatment 1 (Long) increased opt-in clicks by 121.7% at a 100% Level of Confidence (LoC), while Treatment 2 (Christian) showed an even stronger increase of 182.8% at a 100% LoC. Both treatments outperformed the control, where the opt-in clicks were much lower. Despite these significant increases in opt-in clicks, there was no impact on email acquisitions. This is fine, as the goal of the test was to increase consent to the terms (via checking the box) rather than directly driving email sign-ups. The conversion rates for email acquisitions were as follows:
  • Control: ~4.38%
  • Treatment 1 (Long): ~4.13%
  • Treatment 2 (Christian): ~4.17%
This indicates that while the treatments successfully increased opt-in clicks, they did not lead to a notable change in email sign-ups. Given the strong results from Treatment 2 (Christian), we recommend implementing this treatment across all petition pages. This approach had the highest increase in opt-in clicks and aligns with the goal of improving user engagement with the petition.

Experiment Documented by Ardee Coolidge

Question about experiment #195887

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