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Canadian Taxpayers Federation

How social proof vs. credibility impacted donations

Experiment ID: #153040

Canadian Taxpayers Federation

Experiment Summary

Timeframe: 05/24/2023 - 06/22/2023

In a previous test, we saw that adding a quote from a current volunteer board member produced a lift in donations. We wondered if adding a statement of credibility using the same format would make any difference in conversion. We pulled a quote from Forbes magazine commending the organization and put it in the same placement on the page as an element of social proof right before the donation form and split traffic 50/50, sending half of visitors to the control with Ken’s quote about donating and the other half to the treatment with the Forbes magazine call-out.

Research Question

We believe that adding a statement of credibility for survey takers will achieve an increase in donor conversion because it will build trust in the value proposition and give the donor more reasons to believe our claims.

Design

C: Ken's quote
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T1: Forbes
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[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Forbes-279x270.png [thumb_385_270-width] => 279 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Forbes-249x241.png [thumb_416_241-width] => 249 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Forbes-423x410.png [thumb_448_410-width] => 423 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Forbes.png [thumb_448_410_retina-width] => 761 [thumb_448_410_retina-height] => 737 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Forbes-394x382.png [thumb_574_382-width] => 394 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Forbes-408x395.png [thumb_776_395-width] => 408 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Forbes.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 291 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Forbes.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 387 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Forbes.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 581 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Ken's quote 0.88% $32.75
T1: Forbes 0.41% -53.8% 79.9% $36.25

This experiment has a required sample size of 2,151 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 A/B experiment aimed to determine if adding a statement of credibility before the donation form would increase donor conversion. The treatment included a quote from Forbes magazine commending the organization, while the control had a quote from a volunteer board member. The experiment ran for 28 days, and the results showed that the treatment had a 53.8% decrease in donations for all traffic. However, the statistical level of confidence was only 79.9% and thus cannot be considered valid. From this experiment, we can learn that adding a statement of credibility may not always lead to an increase in donor conversion. It is essential to conduct further experimentation to confirm the validity of the initial results. What we saw was the audience was more motivated by a donor-centric quote from a supporter regarding their experience with giving to the organization than they were by the organizational-centric quote from a review that gave an exclusive reason to support the organization. One reason for this could be the difference in the positioning of the language in the quotes "Let's go get 'em" which insinuates there is work left to be done versus the treatment that claims the organization has the "largest communication presence" which could lead donors to believe that the organization does not need their help or support since they are already doing the most/best with their existing resources and are already in a position to be successful without the donor making a gift to help.

Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #153040

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