Berger Test Results
| VERSION B | |
How site visitors voted:
VERSION A (83%)
VERSION B (17%)
|
Actual Test Results:
Surprising to Dr. Gary Berger, changing the testimonial image from a toddler to a newborn caused a 12.6% conversion lift for a special report promoting a health center’s outpatient tubal reversal procedure. This test shows the critical importance of emotionally-relevant images. A photo of a newborn taps into more would-be mothers’ yearnings than a photo of an older baby. The results were discovered during a series of multivariate tests conducted on Berger’s behalf by site optimization firm, ROI Revolution, using Google Website Optimizer. Enthused, Berger has added many more newborn photos to Chapel Hill Tubal Reversal Center’s website.
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Hi,
Loved version A because the baby looks happier!
Nettie
Great test result!
I voted for B, not because it’s a more emotionally relevant image, but because it’s a less distracting image. There’s a possibility that the Version A image was more emotionally engaging but may have distracted the visitor’s eyeflow from engaging in the sales copy flow.
More testing would be needed to support either underlying hypothesis interpretation
Nice work, guys!
Chris
Wow, my gut was right. When I read the Headline of the page, I figured a newborn would appeal more to that target market. Must be some of those past webinars sunk in.
I look forward every week to a new test. Sometimes I’m right, sometimes I’m wrong…. but I always learn something.
Marty
I went for A for the same reason as Nettie. Figured mothers would go for the happy/healthy baby.
I actually voted for B only because I thought that photo was less of a distraction than A. It does make sense, though, that photos of newborns would resonate more strongly with the target audience.
I voted for B because people who are longing for a baby would relate more to that image than to one of a child. When you want a baby, that’s what’s in your mind, not the future steps.
Gone for B and was wrong. That’s why testing is so important…
Great test anyway Anne
Cheers
I actually voted for B because it seemed a more authentic, realistic photo for a testimonial. With the rest of the webpage’s photos featuring perfectly posed, smiling subjects, the snapshot of a sleeping newborn made more impact with me. I’m distrustful of some company’s testimonials used in marketing, and this photo seemed more trustworthy.
This is a good life lesson in understanding women, not just an optimization excercise