Your answer is Incorrect
Test details and Analysis
Milieudefensie created a petition against air-pollution. Then we tried to think of all possible 'Hooks' that we could use in the content of advertisements, emails, social posts etcetera. Someone came up with the assumption that we should try to evoke the emotion or the irritation of all the noisy stinking scooters that were swarming the city streets.
Nobody can disagree on the left banner. But the banner on the right arouses discussion.
It gave 154% more clicks. During the test, all banners landed on a generic petition page. But right after the test, the text on the petition page was changed as well, which increased the percentage of signed petitions (the micro-conversion rate).
Takeaways
1) There are 6 emotions that make people act; Anger, Happiness, Surprise, Disgust, Sadness and Fear.
So if you are brainstorming for a test to get petitions signatures or donations, it makes sense to see if you to tap one of these emotions.
2) If you have a clear winner in a test, always think what else you can do with the new findings.
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