How adding a photo to a landing page impacts donations
Experiment ID: #12654
Hillsdale College
Experiment Summary
Timeframe: 02/28/2019 - 03/13/2019
Hillsdale College recently mailed out thousands of letters to school administrators and teachers across America. In these letters, they offered to send a free pocket-sized copy of the U.S. Constitution for every single child in every classroom. Hillsdale received an astonishing number of replies requesting copies of the Constitution. To fund the shipment to all of these schools, Hillsdale launched a four-day email campaign asking donors to send a donation to help send pocket-sized Constitutions to schoolchildren across the U.S.
After sending the first two emails out to a split landing page test, where they tested the presence of gift handles that explained what each suggested gift amount would be used for, they concluded that adding just one line of copy around the gift handles did not increase likelihood of giving.
The Hillsdale team wondered about including a photo of some of the students who received Constitutions onto the landing page. Rather than telling the donor about what they were doing, they could show them with a photo. Would adding a photo of schoolchildren receiving the Constitution increase donations? They hypothesized that adding the photo would show proof, causing an increase in trust, and would increase emotional appeal. They hypothesized that each of these would increase donations.
Research Question
Will adding a photo to a landing page increase the number of donations?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 31.5% | ||
| T1: | With Photo | 36.2% | 15.0% | 93.1% |
This experiment has a required sample size of 773 in order to be valid. Since the experiment had a total sample size of 1,333, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
There was a 15% lift from the treatment with the photo. Because this experiment only ran for one day, the experiment results shouldn’t be rolled out to the rest of the donation pages. However, this result was enough for the Hillsdale team to roll out to this landing page for the duration of the campaign.