How an image that people connect with affects conversion rate in a Facebook ad Experiment ID: #7816


FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.

Experiment Summary

Timeframe: 10/29/2017 - 11/6/2017

FamilyLife was running a new acquisition offer based on their daily Moments with You marriage devotionals. They wanted to test whether using an image of Dennis and Barbara Rainey versus an unknown couple would increase conversion because of the years of expertise that the couple brings to the devotionals, giving the offer a higher perceived value.

Research Question

Does a photo of a known couple increase conversion over an unknown couple?


C: Young Couple image
T1: Dennis and Barbara Rainey image


Treatment Name Conv. Rate Relative Difference Confidence
C: Young Couple image 0.48%
T1: Dennis and Barbara Rainey image 0.94% 98.2% 100.0%

This experiment has a required sample size of 3,097 in order to be valid. Since the experiment had a total sample size of 184,599, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 98.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

The photo of Dennis and Barbara increased conversion rate on the offer by 98%. This is due to the trust and expertise associated with the founders of FamilyLife, as well as an additional tie-in with the copy that people connect with and believe in. The copy is also signed by Dennis, which creates a more personal connection with the reader.

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Experiment Documented by...

Allison Jones

Allison is an Optimization Associate 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.