How refreshing imagery affects conversion
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: 11/01/2015 - 11/12/2015
CaringBridge wanted to increase conversion on their tribute donation pages by adding imagery that resonated with their mission of connecting people during life’s most difficult times. They tested an image of clasped hands to see if it affected conversion.
Research Question
Will an image more closely tied to the mission increase conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 9.9% | ||
| T1: | Treatment 1 | 11.9% | 19.8% | 94.6% |
This experiment has a required sample size of 1,968 in order to be valid. Since the experiment had a total sample size of 3,844, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
This was a fascinating test, as a simple image change produced a significant result. This test inspired a new test to see if simply changing the image randomly (which can produce novelty bias) can produce a similar (or greater) lift.