How changing the picture of a premium resources impacted donation conversions
Experiment ID: #182373
Hoover Institution
Experiment Summary
Timeframe: 06/13/2024 - 07/06/2024
The Hoover Institution is a public policy research center and think tank located at Stanford University in California, United States. Every quarter they publish the Hoover Digest, which is a collection of essays from 30 of their scholars. This offer is one of their best performing acquisition offers. We’ve tested into a premium test for the content offer where we ask donors for a gift of $100 or more to get all 4 editions of the Digest in the mail for the next year.
For this test, we wanted to see if changing the image of the Digest itself to something that featured the current cover would make an impact on donor conversions.
Research Question
We believe that updating the picture on a premium offer for content offer downloaders will achieve a change in donation conversions.
Design
C: Control
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-25x50.png
[admin-width] => 25
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Variation_2-6.png
[full-width] => 2880
[full-height] => 5702
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-372x737.png
[thumb_372-width] => 372
[thumb_372-height] => 737
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-316x625.png
[single_post_thumbnail-width] => 316
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-16x32.png
[thumb_32_32-width] => 16
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-24x48.png
[thumb_48_48-width] => 24
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-32x64.png
[thumb_64_64-width] => 32
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-65x128.png
[thumb_128_128-width] => 65
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-34x67.png
[thumb_122_67-width] => 34
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-77x153.png
[thumb_153_153-width] => 77
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-82x163.png
[thumb_130_163-width] => 82
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-89x177.png
[thumb_232_177-width] => 89
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-328x650.png
[thumb_272_325-width] => 328
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-175x346.png
[thumb_271_346-width] => 175
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-137x271.png
[thumb_271_271-width] => 137
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-87x172.png
[thumb_272_172-width] => 87
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-233x461.png
[thumb_372_461-width] => 233
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-253x500.png
[thumb_372_500-width] => 253
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-136x270.png
[thumb_385_270-width] => 136
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-122x241.png
[thumb_416_241-width] => 122
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-207x410.png
[thumb_448_410-width] => 207
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-414x820.png
[thumb_448_410_retina-width] => 414
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-193x382.png
[thumb_574_382-width] => 193
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_2-6-200x395.png
[thumb_776_395-width] => 200
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_2-6.png
[gform-image-choice-sm-width] => 152
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_2-6.png
[gform-image-choice-md-width] => 202
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_2-6.png
[gform-image-choice-lg-width] => 303
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $2.14 | $83.64 | ||
| T1: | Variation 2 | $2.77 | 29.6% | 71.5% | $91.92 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
The key learning from this experiment is that updating the picture on a premium offer for content downloaders led to a 29.6% increase in revenue for all traffic. This implies that the new image featuring the current cover of the Hoover Digest had a positive impact on donor conversions. However, it is important to note that the statistical level of confidence was only 71.5%, which is below the generally accepted threshold of 85%. This means that the results cannot be considered entirely reliable and should not be used for future decision-making. In future experimentation, it would be beneficial to continue testing the impact of using updated images or visuals in premium offers to see if they consistently lead to higher conversion rates. It is also essential to ensure that experiments are run for longer durations to gather more data and increase the confidence level of the results. Additionally, considering other elements such as copywriting, call-to-action buttons, and layout design in future experiments could provide further insights into what drives donor conversions effectively.