How adding an image to an email appeal impacts conversion Experiment ID: #8793

Focus on the Family

Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.

Experiment Summary

Timeframe: 3/21/2018 - 4/3/2018

In an effort to learn more about what motivates the Focus on the Family email file to convert, we have been testing the different elements that make up an email appeal. For this month’s appeal, we tested the addition of an image in the email copy. All other elements in the email remained the same.

Research Question

How does an addition of an image impact conversion?


C: No image in email copy
T1: Image in email copy


Treatment Name Click Rate Relative Difference Confidence
C: No image in email copy 0.55%
T1: Image in email copy 0.75% 36.2% 100.0%

This experiment has a required sample size of 12,513 in order to be valid. Since the experiment had a total sample size of 84,093, 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:

    36.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

By adding an image in the body copy of the email appeal, we were able to increase the amount of people getting to the donation page by 36%. By adding an image that was supporting the content of the email, we were able to reinforce the value proposition and increase motivation of people to click-through. While we weren’t able to validate this experiment off of donations, we did see a slight increase in donations from the treatment.

Share this research with a colleague

Our mission is to help elevate the field of fundraising by openly sharing our research and inspiring a wider community of testing and optimization. If you have found our research to be helpful, insightful, or even just interesting—please share it with a fellow fundraiser.

Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.