How banner imagery impacts visitor engagement Experiment ID: #8647

Alliance Defending Freedom

Alliance Defending Freedom is an alliance-building legal organization that advocates for the right of people to freely live out their faith.

Experiment Summary

Timeframe: 3/5/2018 - 3/12/2018

Alliance Defending Freedom was quickly approaching the oral arguments date for their NIFLA case. We had done previous testing to determine the ideal messaging tactics (freedom of speech) and the ideal offer (a statement of belief). The emphasis of the campaign was shifting over to fundraising which meant that we needed to find the best way to drive traffic to both the campaign landing page and the donation page from all available channels.

One of the biggest opportunities was the ADF homepage. There was going to be a banner placed at the top of the screen promoting the campaign. The challenge with the campaign was that there was not an individual person that could serve as the “face” of the case. We had been using a “pro-life” image leading up to this point but we had the hypothesis that it did not convey the right message considering that “freedom of speech” had won out over the pro-life messaging. We decided to test a new image to see if we could get increased engagement.

Research Question

Will an image that has both an individual and is centered around freedom of speech increase engagement with the campaign?


C: Pro-Life Stock Image
T1: Freedom of Speech Org Image


Treatment Name Click Rate Relative Difference Confidence
C: Pro-Life Stock Image 2.0%
T1: Freedom of Speech Org Image 3.9% 100.6% 99.8%

This experiment has a required sample size of 559 in order to be valid. Since the experiment had a total sample size of 2,854, 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:

    100.6% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The image we selected was of ADF lawyer Kristen Waggoner in front of the Supreme Court. While this image did not have any significant impact on the actual number of gifts to the campaign, we were able to increase traffic to the campaign landing page for people to learn more by over 100%. This goes to prove that these campaigns will gain more interest if we are able to put a face to the cause.

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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer 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.