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anonymous

How Obama Raised $60 Million by Running a Simple Experiment | The Optimizely Blog - 0 views

blog.optimizely.com/...by-running-a-simple-experiment

testing a_b statistics Email fundraising psychology

shared by anonymous on 03 Feb 13 - No Cached
  • every visitor to our website was an opportunity
  • We tried four buttons and six different media (three i
  • Every visitor to the splash page was randomly shown one of these combinations and we tracked whether they signed up or not.
  • ...6 more annotations...
  • which is just a fancy way of saying we tested all the combinations of buttons and media against each other at the same time.
  • mages and three videos).
  • The best-performing combination of button and media was “Combination 11″ which was the “Learn More” button and the “Family” image:
  • The winning variation had a sign-up rate of 11.6%. The original page had a sign-up rate of 8.26%. That’s an improvement of 40.6% in sign-up rate. What does an improvement of 40.6% translate into?
  • f we hadn’t run this experiment and just stuck with the original page that number would be closer to 7,120,000 signups. That’s a difference of 2,880,000 email addresses.
  • Lessons Learned Every visitor to your website is an opportunity. Take advantage of that opportunity through website optimization and A/B testing. Question assumptions. Everyone on the campaign loved the videos. All the videos ended up doing worse than all the images. We would have never known had we not questioned our assumptions. Experiment early and often. We ran this experiment in December of 2007 and reaped the benefits for the rest of the campaign. Because this first experiment proved to be so effective we continued to run dozens of experiments across the entire website throughout the campaign.
anonymous

The Science Behind Those Obama Campaign E-Mails - Businessweek - 0 views

www.businessweek.com/...d-those-obama-campaign-e-mails

testing a_b statistics landing pages Email fundraising psychology

shared by anonymous on 03 Feb 13 - No Cached
  • Anyone who shared an address with the campaign soon started receiving messages from Barack Obama with subject lines such as “Join me for dinner?” “It’s officially over,” “It doesn’t have to be this way,” or just “Wow.”
  • Most of the $690 million Obama raised online came from fundraising e-mails
  • But they worked.
  • ...3 more annotations...
  • “We did extensive A-B testing not just on the subject lines and the amount of money we would ask people for,” says Amelia Showalter, director of digital analytics, “but on the messages themselves and even the formatting.” The campaign would test multiple drafts and subject lines—often as many as 18 variations—before picking a winner to blast out to tens of millions of subscribers.
  • The subject lines that worked best were things you might see in your in-box from other people,” Fallsgraff says. “ ‘Hey’ was probably the best one we had over the duration.”
  • Obama’s e-mail fundraising team tested hundreds of grabby subject lines. The most successful—“Hey”— brought in millions of dollars.
  • anonymous on 03 Feb 13
     
    Landing page info 
anonymous

Building websites with science « Code as Craft - 0 views

codeascraft.etsy.com/...building-websites-with-science

a_b statistics testing

shared by anonymous on 03 Feb 13 - No Cached
  • Unfortunately, people often disagree about whether something’s a good idea—everybody has an opinion and without any data there’s no way to escape the realm of pure opinion
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