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
In 2011, this blog produced 140 blog posts. Hopefully, you found some of those blog posts helpful in your day-to-day marketing work. If you did not, let us know in the comments and we’ll write 140 better ones next year.
Of course, as a marketer, you’re probably one of the busiest people alive and you probably missed a few, if not the majority of, posts this year.
So to catch you up, we sorted our posts by how valuable they were to you (as you and your peers communicated to us via the Twitter button) and created a roundup of the 11 most-tweeted posts in 2011.
Here they are in order of least popular to THE most popular MarketingExperiments blog post of 2011 (and potentially all time).
In our most recent Web clinic on optimizing leads, we quickly reviewed a recent case study in which two banner images were tested – a generic stock image vs. an image of a real person. This experiment led to more insights than we had time to cover last week; so, I thought I’d give it a little more room to breathe here on the blog.
CONTROL: Who doesn’t love a generic smiling lady?
If you haven’t yet watched the Web clinic replay, the company (blurred intentionally) we were working with in this experiment was a consumer credit counseling service offering free debt consultation. Their homepage had been the focus of many previous radical redesign tests, but for the scope of this research project, we were focusing on one particular issue: The main banner image. Read more…