How adding a third party image to an acquisition page affects name conversion
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: 03/12/2017 - 05/12/2018
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?
Design
Results
| 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.