A/B test demonstrates that content is still king
Here is a fascinating article from the Government Digital Service about A/B testing, where different users are shown different versions of a page so that you can see which design performs the best.
Gov.uk tested eight different versions of a call to action to join the NHS Organ Donor Register, displayed after users finished applying for a tax disc.
It is interesting to note that versions of the call to action containing images did not perform well, and strong content is what ultimately drove people to sign up.
The most successful variant introduced concepts of reciprocity and fairness by asking people: “If you needed an organ transplant, would you have one? If so please help others.”