Does removing article images lift offer clicks?
Our articles opened with large images that pushed the content and offers down the page. We tested removing the images so the content and offers moved up. Over 25 days, the offer click rate rose 9.4%.
Won Responsive 25 days Called at 90%
The hypothesis
By removing images from our articles, we will move the content and offers up the page, resulting in more readers clicking an offer.
Leading sites in this space use few images in their articles. Earlier tests had removed images along with other changes, so we could not tell what the images alone were doing. This test isolated the images.
What we changed
Article images removed so content and offers move up the page
Var A removed the images from the article. The copy and the offers stayed the same, but they now appeared higher on the page, with less scrolling needed to reach the first offer.
- Images removed from the article
- Content and offers moved up the page
The result
Removing article images lifted offer clicks 9.4%
Over 25 days, the share of readers who clicked an offer rose 9.4%, and the result cleared our confidence bar. Revenue per visitor rose about 26%. We implemented the change on the tested pages and used it as the starting point for later tests.
What we took from it
Readers reached the offers sooner without the images
The images took up space without helping readers choose. With them gone, readers reached the content and offers sooner, and more of them clicked through.
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