Does ethnicity in marketing images affect a campaign’s performance?
Besides being an important marketing question, it’s also an interesting social question.
The MECLABS research team asked this question because they needed to find the best performing imagery for the first step in the Home Delivery checkout process for a MECLABS Research Partner selling newspaper subscriptions.
The test they designed was simple enough:
Background: Home Delivery ZIP code entry page for a newspaper subscription.
Goal: To increase subscription rate.
Research Question: Which design will generate the highest rate of subscriptions per page visitor?
Test Design: A/B variable cluster split test
Control: Standard image of newspaper on welcome mat
Treatment 1: Stock image of African American man reading newspaper
Treatment 2: Stock image of older Caucasian couple reading newspaper