How different background images on a donation page affect donor coversion
Experiment ID: #4835
Harvest Ministries
Experiment Summary
Timeframe: 08/15/2016 - 08/19/2016
Harvest offers a free online course called, Tell Someone. After a person signs up for the course, they are brought to a donation page. Harvest has tested different value propositions on this donation page, but wondered if the background image on the page would affect donor conversion. The control had an image of people praying and featured the Tell Someone logo on it. They developed a treatment that had an image of Pastor Greg Laurie preaching. Pastor Greg is the well-known pastor of the ministry and the person who teaches the Tell Someone course. They thought that the image of Pastor Greg might better reinforce the messaging of the course and help improve donor conversion. They tested these two images against each other.
Research Question
How would testing a different background image affect donor conversion?
Design
C: People Praying Image
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T1: Pastor Greg Teaching Image
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | People Praying Image | 7.0% | ||
| T1: | Pastor Greg Teaching Image | 5.1% | -26.9% | 98.5% |
This experiment has a required sample size of 1,345 in order to be valid. Since the experiment had a total sample size of 5,083, 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
× 26.9% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The treatment image (Pastor Greg preaching) saw a decrease in donations by 27%.
Right away, my gut sees that we have a valid decrease in conversion, so we must have a valid learning. But taking a closer look, there is a noteworthy difference between the two background images outside of just the subject matter.
The control image had a logo of the Tell Someone course on it and the treatment version did not. It’s possible that the presence of this logo on the control may have reinforced the messaging, thus driving more donations. If this is the case, it’s possible that image of Pastor Greg could have performed very differently if it also had the Tell Someone logo on it.
The conclusion we can draw here is this: different imagery can have a significant affect on donation conversion.
But we are still left with the question of “Why did the control outperform the treatment?” To fully answer this question and determine exactly what is going on in the mind of the donor, we will have to conduct more tests.