How “human” imagery affects conversion rate
CaringBridge
CaringBridge offers free personal, protected websites for people to easily share updates and receive support and encouragement from their community during a health journey. Every 7 minutes, a CaringBridge website is created for someone experiencing a health event.
Experiment Summary
Timeframe: 05/02/2015 - 05/26/2015
CaringBridge had never tested the background images on their page. For years, it had been a clip-art picture of a heart. Since CaringBridge helps people connect, they hypothesized that changing the image to something to “humanize” the ask would increase conversion rate.
Research Question
Will a “human” background image increase conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.5% | ||
| T1: | Human Imagery | 5.4% | 53.1% | 100.0% |
This experiment has a required sample size of 1,029 in order to be valid. Since the experiment had a total sample size of 26,475, 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
× 53.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
This image will be tested in other donation experiences as well as providing a guideline for creative moving forward.