How "human" imagery affects conversion rate - NextAfter
CaringBridge

How “human” imagery affects conversion rate

Experiment ID: #2013

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

C: Control
T1: Human Imagery

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.


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

Question about experiment #2013

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