How negative imagery impacts click through rate
Experiment ID: #27646
Focus on the Family
Experiment Summary
Timeframe: 01/24/2020 - 02/15/2020
One of the top lead generators for Hope Restored names is the CTA at the bottom of marriage crisis articles on focusonthefamily.com. The copy for the current CTA has been tested into, but now that we have more options for imagery through WordPress, we wanted to see what the addition of an image would do to the conversion rate. We measured this test by clicks alone.
Research Question
Will the addition of an image affect the conversion rate for constituents reading marriage crisis articles on focusonthefamily.com?
Design
C: Control - Hope Restored CTA no image
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control - Hope Restored CTA no image | 4.3% | ||
| T1: | Hope Restored CTA with image | 3.9% | -9.5% | 96.7% |
This experiment has a required sample size of 17,956 in order to be valid. Since the experiment had a total sample size of 42,390, 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
× 9.5% decrease in conversion rate
× 0% increase in average gift
Key Learnings
This test affirms that sometimes imagery may distract from the message more than it enhances it. We found that all traffic saw a decrease in conversion for these calls to action on FOTF marriage crisis articles. We will keep the call to action as is, but we want to keep testing to improve conversion from FOTF to Hope Restored. It is important to note that mobile devices saw the largest negative impact from the image treatment. Mobile traffic had a -12% decrease in clicks with a 98.1% confidence level. We need to be especially careful with mobile users as we decide on creative for CTAs.