Focus on the Family

How adding social proof impacted email acquisition on a landing page

Experiment ID: #77225

Focus on the Family

Experiment Summary

Timeframe: 11/18/2021 - 02/10/2022

Focus on the Family reached a milestone of over 1 million sign-ups for their free video series, and we wanted to test our hypothesis that highlighting this as social proof on the landing page would increase email sign-ups on the landing page. We added a call out underneath the image to “Join over 1 million people who have been reached with encouraging, faith-building content across all our free video series like this one!”

Research Question

We believe that adding social proof for landing page visitors will achieve greater email conversion.

Design

C: Control
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T1: Social Proof Callout (1 Million People)
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Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 21.7%$0.00
T1: Social Proof Callout (1 Million People) 22.7%4.3% 89.9%$0.00

This experiment has a required sample size of 15,325 in order to be valid. Since the experiment had a total sample size of 21,467, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

We saw a directional lift of 4% on the treatment page with an 89.9% level of confidence. Highlighting the number of people who have accessed the free video series seemed to compel landing page visitors to move forward with completing the registration form. This treatment specifically worked well for mobile visitors and email visitors. Based on these promising results, we will look for additional opportunities to test adding social proof elements like this one on future offers.

Observations of the impact on other visitor segments in the experiment:

  • (Other) visitors had a 4.1% decrease in emails acquired with a 91% level of confidence.
  • Mobile visitors had a 5.2% increase in emails acquired with a 92% level of confidence.
  • Female visitors had a 10.0% decrease in emails acquired with a 98% level of confidence.
  • 65+ visitors had a 19.0% increase in emails acquired with a 91% level of confidence.
  • Male visitors had a 37.0% increase in emails acquired with a 100% level of confidence.
  • Organic Search visitors had a 100.0% decrease in emails acquired with a 100% level of confidence.
  • Direct visitors had a 100.0% decrease in emails acquired with a 100% level of confidence.
  • 35-44 visitors had a 40.0% increase in emails acquired with a 99% level of confidence.
  • Email visitors had a 91.7% increase in emails acquired with a 100% level of confidence.
  • 25-34 visitors had a 54.5% decrease in emails acquired with a 100% level of confidence.


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

Question about experiment #77225

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