{"id":977,"date":"2010-12-05T14:01:54","date_gmt":"2010-12-05T17:01:54","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=977"},"modified":"2010-12-05T14:05:12","modified_gmt":"2010-12-05T17:05:12","slug":"obama-y-el-split-testing","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/de\/digitales-marketing\/obama-and-the-split-test\/","title":{"rendered":"Obama und Split Testing"},"content":{"rendered":"<p>Vor einigen Tagen stie\u00df ich im Optimizely-Blog, einem Tool, das A \/ B-Tests erleichtert, auf einen sehr interessanten Artikel dar\u00fcber, wie es dem Obama-Team 2007 dank eines einfachen Experiments gelungen ist, die Conversion-Rate einer Zielseite f\u00fcr Spenden zu erh\u00f6hen.<\/p>\n<p><strong>Dieses einfache Experiment, das darin bestand, verschiedene Variationen von Bildern und Handlungsaufforderungen auf der Zielseite zu testen, erm\u00f6glichte es ihnen, den Verlauf der Kampagne zu \u00e4ndern<\/strong>.<\/p>\n<p>Die zu testenden Zielseitenabschnitte wurden als &quot;Medien&quot; (f\u00fcr das obere Bild) und &quot;Schaltfl\u00e4che&quot; (f\u00fcr die Schaltfl\u00e4che mit dem Aufruf zum Handeln) bezeichnet.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-978\" title=\"Obama-Test\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/obama-testing-300x211.jpg\" alt=\"\" width=\"300\" height=\"211\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/obama-testing-300x211.jpg 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/obama-testing-820x577.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/obama-testing.jpg 823w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>W\u00e4hrend des Experiments wurden 6 verschiedene Arten von &quot;Medien&quot; (3 Bilder und 3 Videos) und 4 Schaltfl\u00e4chen getestet, was insgesamt 24 Kombinationen ergab. Das Experiment wurde unter Verwendung der durchgef\u00fchrt <a href=\"https:\/\/guillermopareja.com\/de\/digitales-marketing\/ab-testing-with-google-website-optimizer\/\">Google Website Optimizer<\/a>.<\/p>\n<p>Die Schaltfl\u00e4chen hatten alle das gleiche Format und variierten nur den Aufruf zum Handeln. Die folgenden Aufrufe zum Handeln wurden verwendet: &quot;Jetzt anmelden&quot;, &quot;Jetzt anmelden&quot;, &quot;Weitere Informationen&quot; und &quot;Jetzt beitreten&quot;.<\/p>\n<p>Sie k\u00f6nnen die verschiedenen Bilder und Videos sehen, die w\u00e4hrend des Experiments getestet wurden, indem Sie auf den folgenden Link klicken: <a href=\"http:\/\/www.flickr.com\/photos\/optimizely\/sets\/72157625300462626\/show\/\">Splash-Page-Experiment<\/a><\/p>\n<p><strong>Ergebnisse<\/strong><\/p>\n<p>Die Metrik zur Messung des Erfolgs der Kampagne war der Prozentsatz der abonnierten Besucher. Die Gewinnkombination war folgende:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-980\" title=\"Zielseite gewinnen\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/landing-page-ganadora-300x242.png\" alt=\"\" width=\"300\" height=\"242\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/landing-page-ganadora-300x242.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/landing-page-ganadora-820x663.png 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/landing-page-ganadora.png 844w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Die Conversion-Rate der Gewinnerversion betrug 11.6%. was darstellt<strong> eine Verbesserung von 40,61 TP1T<\/strong> In Bezug auf die Conversion-Rate der urspr\u00fcnglichen Zielseite von nicht mehr als 8.22%<\/p>\n<p>Es wird gesch\u00e4tzt, dass dank des Anstiegs des Prozentsatzes der Conversions zus\u00e4tzliche Spenden in H\u00f6he von 60 Millionen Dollar gesammelt werden k\u00f6nnten.<\/p>\n<p>Es sollte beachtet werden, dass Obama-Mitarbeiter Videos gegen\u00fcber Bildern bevorzugten und erwogen, sie auf der Zielseite zu verwenden. <strong>Das w\u00e4re ein gro\u00dfer Fehler gewesen<\/strong> da w\u00e4hrend des Experiments die Videos die schlechteste Leistung zeigten.<\/p>\n<p><strong>Die Moral<\/strong><\/p>\n<p>Oftmals werden Entscheidungen auf der Grundlage von Annahmen getroffen und im schlimmsten Fall ausschlie\u00dflich auf dem pers\u00f6nlichen Geschmack der Person mit dem h\u00f6chsten Rang.<\/p>\n<p>Dank des gro\u00dfen Arsenals an Werkzeugen, das wir heute haben, viele sogar kostenlos, ist es zumindest dumm, Entscheidungen auf diese Weise zu treffen.<\/p>\n<p>Mit etwas mehr Aufwand k\u00f6nnen Sie Entscheidungen eher auf der Grundlage harter Fakten als auf der Grundlage Ihrer eigenen Vorlieben treffen.<\/p>\n<p><strong>Und welche Erfahrungen mit Tests k\u00f6nnen Sie teilen?<\/strong> \ud83d\ude09<\/p>\n<p>Sie k\u00f6nnen den Originalartikel hier sehen: <a href=\"http:\/\/blog.optimizely.com\/how-obama-raised-60-million-by-running-an-exp\">Optimizely Blog<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Hace unos d\u00edas me encontr\u00e9 con un art\u00edculo muy interesante en el blog de Optimizely, una herramienta que facilita el A\/B Testing, sobre como el equipo de Obama logr\u00f3 incrementar en el 2007 el porcentaje de conversi\u00f3n de una landing page destinada a donaciones gracias a un simple experimento. Este simple experimento que consist\u00eda en&hellip;<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[75,65],"class_list":["post-977","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-ab-testing","tag-google-website-optimizer"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Obama y el Split Testing - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"Obama y el Split Testing. 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