How the imagery of a page affected the campaign performance
Experiment ID: #2161
Hillsdale College
Experiment Summary
Timeframe: 09/17/2015 - 09/28/2015
For the September money bomb for Hillsdale College, we wanted to find a way to increase the overall performance of the landing page. We had the hypothesis that by adding supporting imagery that reinforced the messages being communicated on the page, we could make the content more engaging and easier to understand. In this situation, we were using references to the Constitution and quoting notable historical figures such as Thomas Jefferson. We decided to set up a new treatment that would include images of those elements along with the text.
Research Question
What impact does adding imagery to the page have on donations and revenue?
Design
C: Simple Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Simple Design | 5.3% | $45.30 | ||
| T1: | Designed | 5.2% | -2.0% | 15.3% | $45.55 |
This experiment has a required sample size of 332,818 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
Adding the imagery to the page had not significant impact on the overall performance of the page. We will often debate the amount of influence design has on the overall conversion of the page. In this situation, the design elements did not increase value proposition, lower friction, or reduce anxiety; as a result, that made no significant impact on the likelihood of a donor to convert.