How banner imagery impacted visitors exploring the website
Experiment ID: #3910
Alliance Defending Freedom
Experiment Summary
Timeframe: 04/29/2016 - 05/04/2016
In Alliance Defending Freedom’s continued efforts to optimize the visitor experience on their blog, we created a new experiment with the goal of increasing visitor engagement. The format of most blog posts includes a large banner image at the top with the headline over the banner. We had the hypothesis that this might be decreasing a visitors’ likelihood to read the full post due to “banner blindness” or people ignoring the banners. If someone did ignore the banner, they may miss the headline which would cause a disconnect on the social post that brought them to the blog.
We decided to test moving the banner image to be within the copy and placing the headline at the top. We then monitored the number of people that read to the bottom of the page, the number that explored the website, and how many emails were acquired from the visitors.
Research Question
Will removing the banner increase the visitors likelihood to engage with the page?
Design
C: Banner & Subnav
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T1: No banner or subnav
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Banner & Subnav | 0.94% | ||
| T1: | No banner or subnav | 0.69% | -26.6% | 95.0% |
This experiment has a required sample size of 9,985 in order to be valid. Since the experiment had a total sample size of 19,864, 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
× 26.6% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The changes made to the page decreased the likelihood of a visitor exploring the full website by 26.6%. However, this same experiment increased the likelihood of a visitor reading the full article by 3.5%. The decrease in visitors exploring the site is likely due to the removal of the sub-navigation.
While this experiment did increase the likelihood to read the article, it was such a smaller increase compared to the percentage that did not explore the site. As a result, it would seem this treatment is not ideal to implement at a broad scale. Instead, we should look for ways to highlight the content so that visitors are encouraged to explore the site.