How adding testimonials to an education program sign up page impacted sign ups
Experiment ID: #138761
American Cornerstone Institute
Experiment Summary
Timeframe: 03/14/2023 - 04/14/2023
For this experiment, we wanted to test how adding testimonials from parents about the value of the Little Patriots program would affect the email acquisition rate for ACI.
We split traffic 50/50 – 50% received the control registration page while the other 50% received the treatment version which included the testimonials/reviews.
Research Question
We believe that including parent testimonials of the program on the main registration page will result in an increase in email acquisition because the social proof of other’s reviews will encourage more people to sign up for the program.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 59.3% | ||
| T1: | Treatment | 53.1% | -10.4% | 96.1% |
This experiment has a required sample size of 501 in order to be valid. Since the experiment had a total sample size of 1,113, 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
× 10.4% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that including parent testimonials on the registration page does not necessarily lead to an increase in email acquisition rates. In fact, the treatment version with testimonials saw a 10.4% decrease in email acquisitions for all traffic, with a 96.1% level of confidence that this result was statistically significant. This suggests that the testimonials may have been distracting to the overall goal of email acquisition, and added unnecessary friction to the registration process.
The treatment saw a 9.2% decrease in email acquisition among new visitors with a 90% level of confidence. This is encouraging as even new visitors to Little Patriots come to the registration page already confident in the product. They do not need testimonials to convert.
Based on these findings, future experimentation should focus on testing the impact of testimonials on different types of visitors, as well as exploring alternative forms of social proof, such as trust badges or customer ratings. Additionally, it may be useful to test the impact of different types of language and messaging on the registration page to identify the most effective call-to-action for each type of visitor.