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Avila Foundation

How including how many people downloaded impacted email acquisition

Experiment ID: #194756

Avila Foundation

Experiment Summary

Timeframe: 01/17/2025 - 02/05/2025

Avila is an organization that aims to draw Christians worldwide into deeper union with Christ through mystagogically oriented spiritual education and formation. 

For this specific test, we tested whether adding the number of people who have downloaded this offer to the landing page headline would impact email acquisition and donations.

We wanted to see if including “Downloaded by 18,377 others!” in the subheadline would engage others. This is known as social proof marketing or the bandwagon effect, where people are influenced to take action because they see others doing it.

Research Question

We believe that adding a subheadline of how many have already downloaded the offer for Avila’s landing page visitors will achieve an increase in email acquisitions because people are influenced to download because they see others have done it too.

Design

C: Control
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T1: Treatment 1
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Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 57.7% $13.75
T1: Treatment 1 43.6% -24.5% 99.4% $0.00

This experiment has a required sample size of 96 in order to be valid. Since the experiment had a total sample size of 373, 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
× 24.5% decrease in conversion rate
× 100.0% decrease in average gift
100.0% decrease in revenue

Key Learnings

The key learning from this experiment is that adding the number of people who have downloaded the offer to the landing page headline had a negative impact on email acquisition for Avila Foundation. The treatment, which included the subheadline "Downloaded by 18,377 others!" resulted in a 24.5% decrease in email acquisition compared to the control group.

In future experimentation, it is important to carefully consider the effects of social proof marketing strategies such as the bandwagon effect. While showing the number of people who have engaged with a particular offer can sometimes increase engagement, in this case, it had the opposite effect. It is crucial to test different variations of social proof messaging and other marketing strategies to understand their impact fully.

People may not have signed up for the offer if the "Downloaded by 18,377 others" didn’t feel relevant to them or it wasn’t clear why they should care. Additionally, if something appears too common or widely available, it can sometimes lose its appeal.

It's important to note that the average gift size in the treatment was $52.50" whereas the control was $13.75. It would be interesting to dig in to see if this was based upon one large gift or if it was a trend.

It is essential to continue using A/B testing and data analysis to make informed decisions about website optimizations and marketing strategies. This experiment demonstrates the importance of testing hypotheses and not assuming that a particular approach will always yield positive results.

Experiment Documented by NextAfter

Question about experiment #194756

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