AB Testing Lessons Learned
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This document discusses the lessons learned from AB testing on a political campaign website. It shows the results of testing different button text and media on key metrics like signups, donations, and engagement. Testing variations of the call to action button increased subscriptions by 40.6% and funds raised by over $57 million. Overall it advocates defining metrics, focusing tests, failing fast from poor performers, and continually testing to find the options with the highest conversion rates. The goal is to use AB testing to continuously optimize the site and improve outcomes.
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AB Testing Lessons Learned
- 1. AB Testing
- 2. AB Testing? +17.1% $ per visitor
- 3. 2008
- 4. Lesson #1 Define Quantifiable Success Metrics
- 5. visitors per day Visit sign up rate $ per recipient Email $
- 6. Optimizely visitors per day Visit sign up rate $ per recipient Email $
- 7. Media Button
- 8. Button Media 1. Sign up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
- 11. Button: “Join Us Now”
- 12. Button: “Sign Up Now”
- 13. Button Media 1. Sign up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
- 15. Media: “Fam ily”
- 16. Media: “Change”
- 17. Media: “Change” Media: “Barack’s Video”
- 18. Media: “Change” Media: “Springfield Video”
- 19. Media: “Change” Media: “Sam’s Video”
- 20. And the Winner Was… Button Media 1. Sign up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 4. Sign Up Now ?????? ????? 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video ?????? ?????
- 21. And the Winner Was… Button Media 1. Sign up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
- 22. And the Winner Was…
- 25. What Did That Mean? Original Email Subscription s 7,120,000 +40.6% +2,880,000 288,000 +$57,000,000 New 10,000,000 10,000 $200,000,000 Volunteers Amount Raised 712,000 $143,000,000
- 26. Lesson #1 Define Quantifiable Success Metrics
- 27. Lesson #2 Less Is More
- 29. +15% Conversion Rate +10% $ per visitor
- 31. Lesson #2 Less Is More
- 32. Lesson #3 Words Matter Focus on Your Call to Action
- 34. Never Signed Signed Up, Up Never Donated 0.0% 0.0% Previously Donated 0.0% +2.3% +27.8% +16.3% -27.8% N/A N/A +15.2% -24.6% +11.9% +8.5% +2.9% +18.4%
- 35. Vs +14.6% Clicks
- 36. Lesson #3 Words Matter Focus on Your Call to Action
- 41. Lesson #5 Seek the Global Maximum
- 43. +600% Engagement
- 44. “This new interface is just awful” +0.5% Retention +1.4% Engagement
- 45. Vs +49% Conversion Rate from 240 A/B Tests
- 46. Lesson #5 Seek the Global Maximum
- 49. Lessons Learned 1. 2. 3. 4. 5. 6. Define Quantifiable Success Metrics Less is More Words Matter Fail Fast Seek The Global Maximum Start Today
- 50. Happy Testing!