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Moody Radio

Does including a premium image in the slide out increase engagement and downstream donor conversion?

Experiment ID: #204348

Moody Radio

Experiment Summary

Timeframe: 05/27/2026 - 06/30/2026

During Moody Radio’s fiscal year-end campaign, we tested adding a visual image of the featured premium to the website’s slide-out donation ask. In a previous experiment, simply mentioning the premium in the slide-out copy increased performance, leading us to explore whether making the offer more tangible with a product image would further improve results.

The hypothesis was that displaying the premium alongside the appeal would increase the perceived value of giving, capture more attention, and help visitors better understand what they would receive. By making the premium more visible and concrete, we anticipated higher engagement with the slide-out and increased in downstream donor conversion.

Research Question

We believe including an image of the premium in the slideout will lead to an increase in engagement and downstream donor metrics because it offers a visual of the book to the reader. 

Design

C: Control - Homepage Slideout FYE26
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T1: Treatment - Homepage Slide out
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[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Homepage_Slide_out-20-372x453.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 453 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Homepage_Slide_out-20-222x270.png [thumb_385_270-width] => 222 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Homepage_Slide_out-20-198x241.png [thumb_416_241-width] => 198 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Homepage_Slide_out-20-337x410.png [thumb_448_410-width] => 337 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Homepage_Slide_out-20.png [thumb_448_410_retina-width] => 536 [thumb_448_410_retina-height] => 652 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Homepage_Slide_out-20-314x382.png [thumb_574_382-width] => 314 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Homepage_Slide_out-20-325x395.png [thumb_776_395-width] => 325 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Homepage_Slide_out-20.png [gform-image-choice-sm-width] => 247 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Homepage_Slide_out-20.png [gform-image-choice-md-width] => 329 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Homepage_Slide_out-20.png [gform-image-choice-lg-width] => 493 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control - Homepage Slideout FYE26 0.08% $0.00
T1: Treatment - Homepage Slide out 0.09% 18.8% 32.6% $71.62

This experiment has a required sample size of 309,563 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

The key learning from this experiment is that adding an image of the premium to the slide-out donation ask did not produce a statistically significant change in performance. Compared to the control, the treatment resulted in an 8.3% decrease in clicks (40.9% confidence), an 18.8% increase in donations (32.6% confidence), and a 93.4% decrease in revenue (66.2% confidence). Because none of these metrics reached the 95% level of statistical confidence, the observed differences should be considered directional rather than conclusive. While the treatment generated slightly fewer clicks and trended toward more completed donations, it also trended toward significantly lower revenue. Additional data would be needed to determine whether these patterns reflect a true behavioral change or normal variation. Future testing should continue exploring how visual representations of premiums influence donor behavior. For example, testing different image styles, sizes, placements, or pairing the premium image with alternative messaging may help identify whether visuals increase the perceived value of the offer without negatively impacting revenue. Collecting a larger sample size will also be important to determine whether premium imagery has a meaningful impact on donor engagement and giving.

Experiment Documented by NextAfter

Question about experiment #204348

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.