The Heritage Foundation

How the landing page imagery affects donor conversion

Experiment ID: #1947

The Heritage Foundation

Founded in 1973, The Heritage Foundation is a research and educational institution—a think tank—whose mission is to formulate and promote conservative public policies based on the principles of free enterprise, limited government, individual freedom, traditional American values, and a strong national defense.

Experiment Summary

Timeframe: 08/16/2015 - 08/31/2015

In a previous experiment, we had validated the messaging approach to use for a money bomb campaign. Because it involved a physical building, we felt this campaign would lend itself better to images to help convey the message. This is a different approach than we normally take with money bombs so we wanted to be sure to validate the impact these images had on the overall campaign performance

Research Question

Does the use of imagery help boost donor conversion on the page?


C: Images
T1: No Images


 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Images 19.7%$88.24
T1: No Images 19.0%-3.9% 55.1%$77.93

This experiment has a required sample size of 19,902 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

The addition of the images to the page created no significant lift to either donor conversion or average gift. They made the page more visually appealing but this didn’t impact the donors’ likelihood to give a gift.

Experiment Documented by NextAfter

Question about experiment #1947

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