Get ready for a new ShareProgress blog feature! Each month, we’ll dive into the data from our social sharing A/B testing platform. Using information from hundreds of experiments performed on our platform in August 2017, we developed benchmarks for post-action social sharing that organizations can use to evaluate their own digital programs. We plan to update this data monthly, so check out the ShareProgress blog for more information!
DATA AND METHODS
All of the data from this analysis comes from the ShareProgress A/B testing platform. The platform allows organizations to create post-action share pages to send supporters to after the supporters take some sort of online action, such as signing a petition. The platform allows organizations to make several versions of the social sharing text that appears once a supporter shares. This way, they can run A/B tests to find the language that drives the most viral visits to the original action page. The data is recorded in our back-end database that powers the site. We limited the analysis to August 2017. During this month, there was a total of 1.6 million visits to ShareProgress share pages.
Of the 1,592,860 share page visitors, 547,587 people shared resulting in a share rate of 34%.
- 17% of visitors shared on Facebook
- 13% of visitors shared via Email
- 3% of visitors shared on Twitter
A viral visit is when a supporter visits the original action page by clicking on a link that another supporter posted on social media or email. 910,362 viral visits came through social sharing on the ShareProgress platform in July, meaning for every post-action share, there were 1.66 viral visits.
A viral action occurs when a viral visitor to an action page submits an action. For every post-action share, there were 0.57 viral actions. On average, for every 100 people that take action, they will bring in 20 more viral actions.
Successful shares are post-action social shares that drive at least one viral action. 25% of all social shares were successful.
SumOfUs created a Facebook share button for a campaign about Coca-Cola lobbying against regulations on plastic waste. They tested six different photographs for the share images and used completely different titles and descriptions for each version. Using this strategy, they were able to use ShareProgress’ multi-armed bandit algorithm to direct 92% of the shares to the best performing version. This version had a 34% success rate, which is quite high, and more than double that of the worst-performing version.