We used a new email confirmation pattern on petition.parliament.uk and it’s working well.
On the old site, 19.4% of people never confirmed their email address. On the new site, that number is 12.1%.
This improvement means 50,000 more people every month use the service successfully.
- We don’t ask for the email address twice – instead, we show you your own email address again
- The message telling you to check your email bounces up and down (srsly)
- Email delivery is (a bit) faster
- The email you receive is shorter and more direct
We don’t know how much effect each of these changes has had – all we know is that all together they’ve reduced our non-confirmation rate significantly.
Next, we’ll be doing A/B testing to figure out exactly what effect each change has individually.