GOV.UK set out on an important mission: encouraging people to sign up for the NHS organ donor register. They launched an experiment with eight different calls to action (CTAs) on their tax disc “Thank You” page, which garnered over a million views. The goal? Find out what really moves people to act.
What They Tried:
- The Straightforward Approach:
They began with a no-frills CTA:
“Register as an organ donor with the National Health Service.”
Simple and clear. 🤝 - The Smiling People Experiment:
Next, they added a stock photo of smiling people to a similar CTA. Seems like a nice touch, right?
Result? A 26% drop in sign-ups. Oops! Turns out, generic imagery can sometimes feel less authentic or relevant.
The Game-Changer:
The winning CTA took a completely different angle, appealing to human emotions and the principle of reciprocity:
“If you needed an organ transplant, would you take one? If yes, please help others.”
This simple question reframed the ask, making people reflect on their own vulnerability and fairness. It wasn’t just a request—it was an invitation to give back. 🌟
The Results?
- This reciprocity-driven message led to a 39% boost in conversions, adding 90,000 new organ donors to the registry. 🙌
- By tapping into shared values of fairness and empathy, the CTA connected on a deeper level, inspiring action.
Takeaway for Your Campaigns:
- Appeal to Human Emotions:
Reciprocity and fairness resonate universally. When you ask for something, show how it benefits others and creates balance. - Skip the Generic Imagery:
If visuals don’t directly tie into the message, they can dilute its impact. Keep your design purposeful and relevant. - Test, Test, Test:
GOV.UK tried eight variations before landing on the winner. Experiment with your CTAs to see what strikes the right chord with your audience.
Want to Learn More?
This case study is packed with actionable insights. Dive into the full details over at the GDS Blog 📚 and see how you can level up your campaigns with a touch of reciprocity magic. 💪