How adding a relevant image to an instant donation page impacted donations
Experiment ID: #148727
American Cornerstone Institute
Experiment Summary
Timeframe: 05/04/2023 - 06/03/2023
In an effort to boost instant donor conversion rate through ACI’s Red, White, and Blue direct ask funnel, we want to test adding a relevant image to the donation page body section. The image is of Dr. Ben Carson reading the Red, White, and Blue: Our Flag Matters to Me and You book that he wrote to an audience of American children. We selected this image because it encompasses his image and likeness, his influence and care towards educating and engaging the American youth, and the book he is reading is the book someone can make a donation to receive on this donation page.
We believe that implementing this warm, inspiring, and relatable image as potential donors read through the value proposition will encourage more people to give.
Research Question
We believe that implementing a relevant image on an instant donation page for potential donors will achieve an increase in donations because potential donors will appreciate the image and gain inspiration from it leading them to make a gift to receive the book.
Design
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[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-50x42.png
[admin-width] => 50
[admin-height] => 42
[full] => https://www.nextafter.com/wp-content/uploads/Variant_2-2.png
[full-width] => 1008
[full-height] => 853
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-372x315.png
[thumb_372-width] => 372
[thumb_372-height] => 315
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-739x625.png
[single_post_thumbnail-width] => 739
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-32x27.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 27
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-48x41.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 41
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-64x54.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 54
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-128x108.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 108
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-79x67.png
[thumb_122_67-width] => 79
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-153x129.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 129
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-130x110.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 110
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-209x177.png
[thumb_232_177-width] => 209
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-544x460.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 460
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-271x229.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 229
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-271x229.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 229
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-203x172.png
[thumb_272_172-width] => 203
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-372x315.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 315
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-372x315.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 315
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-319x270.png
[thumb_385_270-width] => 319
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-285x241.png
[thumb_416_241-width] => 285
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-448x379.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 379
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-896x758.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 758
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-451x382.png
[thumb_574_382-width] => 451
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variant_2-2-467x395.png
[thumb_776_395-width] => 467
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variant_2-2.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 254
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variant_2-2.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 338
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variant_2-2.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 508
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.4% | $0.00 | ||
| T1: | Variant 2 | 1.2% | -14.0% | 68.3% | $0.00 |
This experiment has a required sample size of 26,018 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 addition of the image within the value proposition copy did not provide a boost in donor conversion like we hypothesized it would. In fact, the treatment led to a 14% drop in donor conversion with a 68.2% level of confidence. We saw a steeper 22% decrease in revenue with a nearly valid 91% level of confidence.
This is our second attempt at adding an image of Dr. Carson and the Red, White, and Blue book and both attempts led to a decrease in donations. It seems our audience does not respond well to images, or perhaps disruptions, as they are reading the value proposition. They may arrive at the page already motivated and the image could simply get in their way as they're working their way to the donation form. They may arrive at the page and are turned off by the image, as they may associate images with ads or blogs, or something that may turn them off when they're online.
It may be time to transition away from image implementation and try experimenting with other elements of the page.