The impact of an image of a newborn baby on a homepage pledge CTA Experiment ID: #16169

Care Net

Experiment Summary

Timeframe: 4/23/2019 - 5/31/2019

We’ve had great success with a featured pledge form and CTA on our homepage. Currently, we’ve been running a pledge against abortion and infanticide. We wondered if adding an image of a newborn baby inline with the text would increase conversions and/or donations to the landing page.

Research Question

Would adding an image aligned with the content of a pledge offer increase conversions on our homepage?

Design

C: Control
T1: With Baby Image

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 3.1% $0.00
T1: With Baby Image 4.4% 42.5% 97.7% $0.00

This experiment has a required sample size of 1,593 in order to be valid. Since the experiment had a total sample size of 4,295, 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
× 42.5% increase in conversion rate
× 0% increase in average gift

Key Learnings

People were far more likely to donate to save babies from infanticide and abortion when presented with an image of a newborn infant. This informs our decisions on upcoming offers on the homepage and the testing of images.


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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.