Which Test Won is currently running an A/B test featuring DHL Express (if you haven’t already tested yourself and want to, do so before reading on).

DHL is currently running a worldwide campaign, where among other things, they are testing their hero-image.

DHL landing page A/B testing man vs woman

As you can see in this particular test, the use of a female courier was tested against the use of a male courier. Additionally, the female courier is Chinese whereas the male courier is not.

Upon split testing these two landing pages, DHL found that the page with the male converted at 4.44% but the female converted at 5.57% — that’s a 25% lift in conversions from just the hero-image.

What would a 25% lift in conversions mean for your marketing campaigns?