How adding a third party image to an acquisition page affects name conversion Experiment ID: #8535

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: 3/12/2017 - 5/12/2018

NBCF was offering their Healthy Living Guide and wanted to increase conversion rate on the acquisition page. They wanted to test whether adding a photo of a woman holding the book would increase more people’s motivation to download the offer. The rest of the page was the same.

Research Question

Does adding a photo of someone holding the book increase name acquisition?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS


C: Book as main image
T1: Lady holding Book


Treatment Name Conv. Rate Relative Difference Confidence
C: Book as main image 40.5%
T1: Lady holding Book 43.4% 7.1% 99.9%

This experiment has a required sample size of 2,250 in order to be valid. Since the experiment had a total sample size of 23,966, 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
× 7.1% increase in conversion rate
× 0% increase in average gift

Key Learnings

The photo of the woman holding the book increased name acquisition by 7%. It’s likely that more people connected with the value when they saw a woman holding the book that they could relate to, rather than just the book itself.

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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.