7 surprising A/B tests for fundraisers

6) Which banner got most clicks?
Background information: The next test was performed in the second round of a proposition test for Alzheimer Netherlands. In the first round we found out that the text: 1 in 3 women get dementia got many more clicks than the other 23 texts we used (see image with some examples of this proposition test).

As you see, we used the same image of the man everywhere, with the rather non-descript button 'more info'. This gave a clean test result. But it felt strange to have this particular text with the winning banner. So we wanted to find out what would happen if we'd use an image of a woman. And a text that spoke to women directly. 
PS: The was one of many experiments performed for Alzheimer Netherlands. They use beautiful fonts like De Raisonne & Plantin. But for the translation, I used Arial.
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