@kylerush
Formerly Deputy Director of Frontend Web Development at Obama for America 2012
Context
$1 billion expected
$1.1 billion actual
$690 million online
QUICK DONATE
$115 million
1.5 million users
500 experiments
weeks of user testing
668,720,213 GA events
results
+49% DONATE PAGE
+161% EMAIL sign up
optimization
experimentation
observation
data gathering
experimentation
1. identify goals
2. hypotheses
3. create experiments
4. prioritize w/roi
5. test
6. record results
copy
control
variation
more direct copy resulted in:
+21% conversions
SAVE YOUR PAYMENT INFO FOR NEXT TIME
VS.
NOW, SAVE YOUR PAYMENT INFO
imagery
control
variation
More situational imagery resulted in:
+19% conversions
performance
what we started with
5-7 second load time
No CDN
No caching
What we engineered
80% faster time-to-paint
63% reduction in page weight
52% reduction in requests
80% faster resulted in:
+14% conversions
OR
$32 million
user experience
control
variation
Gradual incline instead of steep slope resulted in:
+5% conversion
on an already optimized paged
experimentation
best practices
1. Start simple
2. always have
a test running
3. don't be afraid
to fail
control variation
placing the up-sell on the conversion page instead of after resulted in:
-44% conversions
data gathering
668,720,213
Google analytics custom events
Right: 82% of clicks
_gaq.push(['_trackEvent', 'one million infographic', 'name slides right']);
User testing
Control variation
adding field hints resulted in:
63% error reduction
LANDING PAGE OPTIMIZATION
@KYLERUSH
Formerly Deputy Director of Frontend Web Development at Obama for America 2012