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?
Design
C: Images
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[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12007
[id] => 12007
[title] => T-Building-NoImages.png
[filename] => T-Building-NoImages.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages.png
[link] => https://www.nextafter.com/experiments/how-the-landing-page-imagery-affects-donor-conversion/attachment/t-building-noimages-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => t-building-noimages-png
[status] => inherit
[uploaded_to] => 12005
[date] => 2021-02-24 19:25:36
[modified] => 2021-02-24 19:25:36
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1665
[height] => 5212
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-96x300.png
[medium-width] => 96
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-768x2404.png
[medium_large-width] => 640
[medium_large-height] => 2003
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-327x1024.png
[large-width] => 327
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-491x1536.png
[1536x1536-width] => 491
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-654x2048.png
[2048x2048-width] => 654
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages.png
[tp-image-grid-width] => 224
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-16x50.png
[admin-width] => 16
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages.png
[full-width] => 1665
[full-height] => 5212
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-372x1164.png
[thumb_372-width] => 372
[thumb_372-height] => 1164
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-200x625.png
[single_post_thumbnail-width] => 200
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-10x32.png
[thumb_32_32-width] => 10
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-15x48.png
[thumb_48_48-width] => 15
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-20x64.png
[thumb_64_64-width] => 20
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-41x128.png
[thumb_128_128-width] => 41
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-21x67.png
[thumb_122_67-width] => 21
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-49x153.png
[thumb_153_153-width] => 49
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-52x163.png
[thumb_130_163-width] => 52
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-57x177.png
[thumb_232_177-width] => 57
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-208x650.png
[thumb_272_325-width] => 208
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-111x346.png
[thumb_271_346-width] => 111
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-87x271.png
[thumb_271_271-width] => 87
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-55x172.png
[thumb_272_172-width] => 55
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-147x461.png
[thumb_372_461-width] => 147
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-160x500.png
[thumb_372_500-width] => 160
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-86x270.png
[thumb_385_270-width] => 86
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-77x241.png
[thumb_416_241-width] => 77
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-131x410.png
[thumb_448_410-width] => 131
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-262x820.png
[thumb_448_410_retina-width] => 262
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-122x382.png
[thumb_574_382-width] => 122
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Building-NoImages-126x395.png
[thumb_776_395-width] => 126
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average 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.