How social proof impacted petition signature rate
Experiment ID: #35308
Canadian Taxpayers Federation
Experiment Summary
Timeframe: 08/29/2020 - 10/17/2020
As a part of Canadian Taxpayer’s efforts to increase petition signature rates, we decided to experiment with using social proof to create momentum for those considering signing the petition. We decided to show petition page viewers how many people had already signed the petition they were considering signing.
Would “joining a community of X people who have already signed this petition” increase petition signature rate?
Research Question
Would “joining a community of X people who have already signed this petition” increase petition signature rate?
Design
C: Control
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T1: Social Proof Counter
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[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-48x50.jpg
[admin-width] => 48
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3.jpg
[full-width] => 767
[full-height] => 805
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-372x390.jpg
[thumb_372-width] => 372
[thumb_372-height] => 390
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-595x625.jpg
[single_post_thumbnail-width] => 595
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-30x32.jpg
[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-46x48.jpg
[thumb_48_48-width] => 46
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-61x64.jpg
[thumb_64_64-width] => 61
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-122x128.jpg
[thumb_128_128-width] => 122
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-64x67.jpg
[thumb_122_67-width] => 64
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-146x153.jpg
[thumb_153_153-width] => 146
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-130x136.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 136
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-169x177.jpg
[thumb_232_177-width] => 169
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-544x571.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 571
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-271x284.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 284
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[thumb_271_271-width] => 258
[thumb_271_271-height] => 271
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[thumb_272_172-width] => 164
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-372x390.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 390
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-372x390.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 390
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-257x270.jpg
[thumb_385_270-width] => 257
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-230x241.jpg
[thumb_416_241-width] => 230
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-391x410.jpg
[thumb_448_410-width] => 391
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3.jpg
[thumb_448_410_retina-width] => 767
[thumb_448_410_retina-height] => 805
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-364x382.jpg
[thumb_574_382-width] => 364
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3-376x395.jpg
[thumb_776_395-width] => 376
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3.jpg
[gform-image-choice-sm-width] => 286
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3.jpg
[gform-image-choice-md-width] => 381
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Social_Proof_Counter-3.jpg
[gform-image-choice-lg-width] => 572
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 53.2% | $0.00 | ||
| T1: | Social Proof Counter | 54.9% | 3.2% | 100.0% | $0.00 |
This experiment has a required sample size of 6,620 in order to be valid. Since the experiment had a total sample size of 44,221, 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
× 3.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
With a 99.9% level of confidence, we observed a +3.2% increase in petition signature rate.
It appears that showing how many people have already signed the petition drives a slight increase in the overall petition signature rate.
There was some thought that the smaller numbers (early on) for the treatment might cause it to trail the control variant within the experiment. However, upon further review, we observed the following by looking at each quarter of the experiment:
- In the first 13 days of the experiment, the treatment led by +4.9% (with a level of confidence of 97.3%).
- In the next 13 days of the experiment, the treatment trailed by -2.5% (with a level of confidence of 74.3%).
- In the following 13 days of the experiment, the treatment led by +1.1% (with a level of confidence of 57.2%).
- In the final 13 days of the experiment, the treatment led by +2.7% (with a level of confidence of 94.5%).
Based upon this information, we saw that in the first 13 days, a valid lift right from the start for this treatment (feasibly, when the numbers for those who signed the petition would be at their lowest). As petition signatures continued to grow, it appears that the petition signature rate did increase, as well (albeit just short of fully validating at the target 95% level of confidence).
Executive Summary: It appears that "joining a growing community" seems to slightly increase the petition signature rate, especially as time goes by, but doesn't necessarily negatively impact a petition when it's first launched (and the petition signature totals are small).