How refreshing imagery affects conversion Experiment ID: #2569

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: 11/1/2015 - 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

C: Control
T1: Treatment 1

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.


Experiment Documented by...

Jeff Giddens

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