UX experiments / Persuasion
Persuasion · Randomized trial · 8 variants
Which organ donor prompt registered more donors?
After renewing car tax, people see an organ donor prompt. Which version registered more donors?
Make your call. Which version won, and why? Decide before you open the result. Guessing first is what trains your judgment.
Made your call? See the result
The reciprocity question won: about 96,000 extra registrations a year, extrapolated.
What happened
The version with social proof and a picture of smiling people did worse than the original plain prompt.
Why it worked
The question puts you on the receiving side for a second. The stock photo read like an ad and broke the moment.
The takeaway
Copy that triggers a real feeling beats decoration. A stock photo can cost you.
Source
- UK Government · Applying Behavioural Insights to Organ Donation (assets.publishing.service.gov.uk)
- GDS blog · Organ donor register (gds.blog.gov.uk)
More experiments to call
Practice the call
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