National Breast Cancer Foundation

How adding images to a donation page can impact conversion

Experiment ID: #6122

National Breast Cancer Foundation

The National Breast Cancer Foundation's mission is to provide help and inspire hope to those affected by breast cancer through early detection, education, and support services.

Experiment Summary

Timeframe: 12/21/2016 - 01/08/2017

On the primary donation page for NBCF’s year-end campaign, they wanted to see if they could increase donations by adding images to the page. The control donation page just had copy and the treatment they developed had three images added to the top page. They split the traffic coming to the page and tested.

Research Question

How would adding images to the donation page impact donor conversion?

Design

C: No images
T1: Images

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: No images 18.7%
T1: Images 24.4%30.5% 81.1%

This experiment has a required sample size of 398 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 treatment with the images on the donation page had a 30% increase in donations. This test didn’t reach validation, but the initial data shows that the addition of images to a donation page motivates more people to give.

For an organization like NBCF, images can be very powerful. The added images helped to reinforce the value proposition message and visually showed people what and who their donation would be going towards.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #6122

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