How adding a testimonial affects email sign ups on a landing page
Back to the Bible
Experiment Summary
Ended On: 05/29/2020
Back to the Bible launched a new eBook 7 Secrets of Worry-Free Living and wanted to test whether including a review from the leader of a Christian men’s conference, Brian Doyle, would increase email sign ups on the landing page. All other landing page elements were identical.
Research Question
Will utilizing a review on a landing page increase email acquisition?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control - no Testimonial | 48.6% | ||
| T1: | Treatment - w/ Testimonial | 44.7% | -7.9% | 94.8% |
This experiment has a required sample size of 1,296 in order to be valid. Since the experiment had a total sample size of 2,541, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
While we turned off the experiment before reaching a valid level of confidence, we were seeing an overall decline in conversion rate on the treatment. Future experiments will test using other various forms of social proof such as number of eBook downloads or a testimonial from a peer.