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Expect a smaller lift when your test goes live for everyone

Oct 10
3 min read

Updated: Oct 11

Public-domain art plate: Redouté — Galaxia ovata, Les Liliacées (1802-1816)
Galaxia ovata, a plate by Pierre-Joseph Redouté, Les Liliacées (1802-1816).

The lift in the case study is often much bigger than the lift that you will get.


The study. Stefano DellaVigna and Elizabeth Linos collected all 126 randomized tests from 2 US government nudge units. A nudge is a small change in how you show a choice, such as a reminder letter or a simpler form. The tests reached more than 23 million people.


The finding. In academic journals, the average nudge increased take-up by 8.7 percentage points, or 33.5%. Take-up is the share of people who do the action, for example sign up. In the nudge-unit tests, the average increase was only 1.4 percentage points, or 8.1%.

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