The primary variation's observed conversion rate 5.54% is 10.83% lower than the control's conversion rate 6.14%, based on 4,360 sessions.
Description / Hypothesis
Changing the background image to something more abstract will reduce distraction and any potential negative emotional reactions to subject matter.
Post-Mortem Analysis
The variant performed worse for organic and mobile traffic. I theorize this is a result of the fact on mobile, the faint white/gray background makes the text more legible. Interesting result for organic traffic. We will continue to test to determine if it is a result of subject matter or aesthetic.
The variant won for paid desktop with a 39.56% improvement and 90% confidence level.