How a large image on a landing page affects donor conversion
Experiment ID: #163133
International Mission Board
Experiment Summary
Ended On: 10/31/2023
The IMB was running a campaign to raise funds for mission work in the Holy Lands during the Israel-Hamas conflict in 2023. Motivation to give was high for the campaign, reflected in high conversion rates even from direct acquisition.
When looking for opportunities to optimize conversion, the team wondered if the image on the landing page — although striking — might actually be pushing the rest of the content too far down on the page. It was large on the desktop version, and pushed all the copy, value proposition, and donation form below the initial “fold”.
They quickly mocked up an experiment that removed the image and launched an A/B test to determine a winner.
Research Question
We believe that removing the hero image for Holy Lands donation page visitors will achieve an increase in conversion rate because it will reduce visual friction on the page.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 6.5% | ||
| T1: | Treatment #1 | 7.1% | 9.5% | 53.0% |
This experiment has a required sample size of 12,835 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 removing the hero image from the Holy Lands donation page resulted in a 9.5% increase in donations. However, the statistical level of confidence is below the recommended threshold of 85%, so these results cannot be considered valid and should not be used for future decision making.
Based on this, it is important to recognize that the experiment did show a potential impact on conversions by removing the hero image. This suggests that reducing visual friction on the page could be beneficial in improving conversion rates.
To further validate these findings and make informed decisions, future experimentation should be conducted with a larger sample size and higher statistical level of confidence. This will help ensure the accuracy and reliability of the results.
Additionally, it is recommended to explore other potential optimizations on the landing page to further improve conversion rates. This could involve testing different layout designs, call-to-action placements, or content positioning to find the most effective approach for encouraging donations.
Overall, the learnings from this experiment highlight the importance of conducting rigorous and statistically valid experiments to make informed decisions in future optimization efforts.