How adding an image to an email appeal impacts conversion
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: 03/21/2018 - 04/03/2018
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?
Design
Results
| 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.