The Navigators

How an offer-focused image in an ad affects email acquisition rate

Experiment ID: #61069

The Navigators

Experiment Summary

Ended On: 05/13/2021

The Navigators were promoting their Digital Discipleship Journey offer to a wide variety of familiar and unfamiliar audiences. The image used in the original ad was meant to display the brand value of connection through discipleship, and featured groups of people together. The team wondered if it could increase email acquisition rate on the Digital Discipleship Journey offer by showing the user an image that related to what they were going to receive, rather than people.

This was the only change they made to the ads, though they loaded several “offer-focused” images into Facebook to give it creative options.

Research Question

We believe that employing an offer-focused image for prospective audiences will achieve an increase in conversion rate.


C: Control
T1: Treatment #1


  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.18%
T1: Treatment #1 0.57% 211.2% 100.0%

This experiment has a required sample size of 1,514 in order to be valid. Since the experiment had a total sample size of 620,611, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 211.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

The offer-focused ads produced a 211.2% increase in conversion rate—partially fueled by a 136% increase in clickthrough rate.

This large increase from a small change underscores the prospect’s need to understand the offer in a short period of time, and how much clarity can be missing when the offer isn’t reflected in the image.

Future testing will focus on taking these learnings—both from the image and ad copy—and installing them on the landing page to test congruency.

Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #61069

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