How social validity impacts conversion
Leadership Institute
Experiment Summary
Timeframe: 01/15/2019 - 02/10/2019
The Leadership Institute has helped many political leaders. To prove their credibility, they wanted to see if including a quote from Vice President Mike Pence would increase conversion on their landing page. They tried a control page without the quote and image of Pence against two treatments: one with the quote and image along the bottom of the copy, and one with the quote and image, right-aligned in the copy.
Research Question
Will a quote from a trusted and famed source provide credibility to make others want to donate?
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.33% | $0.00 | ||
| T1: | With Quote | 1.2% | 272.2% | 75.2% | $0.00 |
| T2: | With Quote (right aligned) | 2.2% | 558.0% | 93.0% | $0.00 |
This experiment has a required sample size of 390 in order to be valid. Since the experiment had a total sample size of 780, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
While the experiment itself did not validate, the combinations of treatments 1 and 2 conclude that the use of a quote from someone favorable and familiar will increase donations. The Leadership Institute should place the validity quote of Vice President Mike Pence on the rest of their donation pages.
Question about experiment #10438
If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.