90,000 more organ donors through A/B testing [GOV.UK`s case study]

So, GOV.UK was on a mission to get peeps to sign up for the NHS organ donor register. They tried out eight different calls to action and racked up over a million views on their tax disc ‘Thank You’ page.

They kicked things off with a straightforward CTA: “Register as an organ donor with the National Health Service.” 🤝

Then, they tried a second CTA with a similar message but added a stock photo of a bunch of smiling people.
The result?  A 26% drop in sign-ups. Oops!

Here’s the Twist:

The real magic happened with a CTA that asked, “If you needed an organ transplant, would you take one? If yes, please help others.” This version tapped into ideas of reciprocity and fairness. 🌟

It boosted conversions by 39%, adding a cool 90,000 new organ donors! 🙌

Bottom Line:

When you’re asking for something, having a strategy that builds in reciprocity can seriously up your game. 💪

Wanna dive into the full scoop? Check out the study here: GDS Blog 📚

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