+39% through A/B testing (GOV.UK`s study)

Through 8 different calls to action with a total of over 1M visitors to the tax disc 'Thank You’ page, folks from GOV.UK tried to encourage as many people as possible to join the NHS organ donation register.

Control: "Please join the NHS Organ Donor Register."

There were two variants with the same CTA: The control + “Every day thousands of people who see this page decide to register.”
But the second one additionally had a nice stock photo with a group of happy people.

Result: that stock photo, alone, DROPPED conversions by 26%!


Another insight.
The most successful variant (out of 8) introduced concepts of reciprocity and fairness by asking people: The control + “If you needed an organ transplant, would you have one? If so please help others.”

It boosted conversions by 39% compared to the control variant. That resulted in 90,000 more organ donors!

Source: gds.blog.gov.uk


Cheers,
Charlie Patel ;)



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