Stock Images Tested: Does ethnicity in marketing images impact purchases?

Source http://feedproxy.google.com/~r/MktgExperimentsBlog/~3/9Gqw_yHSoBQ/stock-images-ethnicity-purchases.html

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

 

Results

 

Both treatments with images of people underperformed when compared with the control. However, there was no difference in performance when ethnicity of the people in the images was the only variable.

 

What you need to understand

Customers in this case did not respond differently to images of differing ethnicities.

Not only did we find that there was no difference in customer preference between the African American man and the older Caucasian couple, but we also found that the control page with the simple image outperformed both of the pages with images of people.

Unfortunately, we cannot definitively say whether the image was the deciding factor when we compare the two treatments to the control. There were other variables that changed (the headline and call-to-action layout, for instance) that make it difficult to determine what made the difference.

Certainly the most dramatic change for all the treatments was the image. It would not be a stretch to assume that the images made most of the difference, but we won’t know for sure without further testing.

 

You may also like

Value Proposition: 4 key questions to help you slice through hype [More from the blogs]

Landing Page Optimization: Testing green marketing increases conversion 46% [More from the blogs]

Landing Page Optimization: Multi-product page increases revenue 70% [More from the blogs]

    Internet Marketing Products

  • CPA Method Core SPECIAL 14 Year Old kid cracks into a new internet marketing goldmine and banks daily from the travel industry. Find out how...
  • Affiliate Tools HQ Membership Site A Membership Site For Online Marketers Who Are Serious About Making Money Online. Developed By Respected Online Marketers, Paula And Wanda, From Affiliate Blog Online.
Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, we will receive an affiliate commission. Regardless, we only recommend products or services we believe will add value to our readers.

Leave a Reply

Your email address will not be published. Required fields are marked *

CommentLuv badge