{"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\/en\/digital-marketing\/obama-and-the-split-testing\/","title":{"rendered":"Obama and Split Testing"},"content":{"rendered":"

A few days ago I came across a very interesting article on the Optimizely blog, a tool that facilitates A \/ B Testing, about how the Obama team managed to increase the conversion rate of a landing page for donations in 2007 thanks to a simple experiment.<\/p>\n

This simple experiment that consisted of testing different variations of images and calls to action on the landing page allowed them to change the course of the campaign<\/strong>.<\/p>\n

The landing page sections to be tested were called "Media" (for the top image) and "Button" (for the button with the call to action).<\/p>\n

\"\"<\/p>\n

During the experiment, 6 different types of "Media" (3 images and 3 videos) and 4 buttons were tested, giving a total of 24 combinations. The experiment was carried out using the Google Website Optimizer<\/a>.<\/p>\n

The buttons were all the same format, just varying the call to action, the following calls to action were used: "Sign Up", "Sign Up Now", "Learn More" and "Join Us Now".<\/p>\n

You can see the different images and videos that were tested during the experiment by clicking on the following link: Splash Page Experiment<\/a><\/p>\n

Results<\/strong><\/p>\n

The metric to measure the success of the campaign was the percentage of visitors who subscribed, the winning combination was this:<\/p>\n

\"\"<\/p>\n

The conversion rate of the winning version was 11.6%. what represents an improvement of 40.6%<\/strong> Regarding the conversion rate of the original landing page of nothing more than 8,22%<\/p>\n

It is estimated that thanks to the increase in the conversion rate, an extra 60 million dollars in donations were raised.<\/p>\n

It should be noted that Obama staff members had a preference for videos over images and considered using them on the landing page, this would have been a huge mistake<\/strong> since during the experiment the videos presented the worst performance.<\/p>\n

The morale<\/strong><\/p>\n

Many times decisions are made based on assumptions and in the worst cases are based solely on the personal taste of the highest ranking person.<\/p>\n

Thanks to the great arsenal of tools we have today, many even free, it is at least silly to make decisions in this way.<\/p>\n

With a little more effort you can make decisions based on hard facts rather than your own preferences.<\/p>\n

And what experience with Testing can you share?<\/strong> \ud83d\ude09<\/p>\n

You can see the original article here: Optimizely Blog<\/a><\/p>","protected":false},"excerpt":{"rendered":"

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…<\/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":"\nObama y el Split Testing - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"Obama y el Split Testing. 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