{"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\/es_es\/marketing-digital\/obama-y-el-split-testing\/","title":{"rendered":"Obama y el Split Testing"},"content":{"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.<\/p>\n<p><strong>Este simple experimento que consist\u00eda en probar distintas variaciones de imagenes y calls to action en la landing page les permiti\u00f3 cambiar el curso de la campa\u00f1a<\/strong>.<\/p>\n<p>Las secciones de la landing page a testear fueron llamadas \u00abMedia\u00bb (para la imagen superior) y \u00abButton\u00bb (para el bot\u00f3n con el call to action).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-978\" title=\"obama testing\" 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>Durante el experimento se testearon 6 tipos de \u00abMedia\u00bb distintos (3 imagenes y 3 videos) y 4 botones, lo que da un total de 24 combinaciones, el experimento se llev\u00f3 a cabo utilizando el <a href=\"http:\/\/guillermopareja.com\/online-marketing\/ab-testing-con-google-website-optimizer\/\">Google Website Optimizer<\/a>.<\/p>\n<p>Los botones fueron todos del mismo formato, nada m\u00e1s variando el call to action, se utilizaron los siguientes calls to action: \u00abSign Up\u00bb, \u00abSign Up Now\u00bb, \u00abLearn More\u00bb y \u00abJoin Us Now\u00bb.<\/p>\n<p>Pueden ver las distintas im\u00e1genes y videos que se probaron durante el experimento haciendo click en el siguiente enlace: <a href=\"http:\/\/www.flickr.com\/photos\/optimizely\/sets\/72157625300462626\/show\/\">Splash Page Experiment<\/a><\/p>\n<p><strong>Resultados<\/strong><\/p>\n<p>La m\u00e9trica para medir el \u00e9xito de la campa\u00f1a fu\u00e9 el porcentaje de visitantes que se suscrib\u00edan, la combinaci\u00f3n ganadora fu\u00e9 esta:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-980\" title=\"landing page ganadora\" 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>El porcentaje de conversiones\u00a0 de la versi\u00f3n ganadora fu\u00e9 de 11,6%. lo que representa<strong> una mejora del 40,6%<\/strong> en cuanto al porcentaje de conversiones de la landing page original de nada m\u00e1s 8,22%<\/p>\n<p>Se estima que gracias al incremento en el porcentaje de conversiones se pudieron recaudar 60 millones de d\u00f3lares extra en donaciones.<\/p>\n<p>Cabe resaltar que los miembros del staff de Obama ten\u00edan preferencia por los videos antes que por las im\u00e1genes y consideraban utilizarlos en la landing page, <strong>esto hubiese sido un error tremendo<\/strong> puesto que durante el experimento los videos presentaron el peor desempe\u00f1o.<\/p>\n<p><strong>La Moraleja<\/strong><\/p>\n<p>Muchas veces las decisiones se toman bas\u00e1ndonos en suposiciones y en el peor de las casos se basan \u00fanicamente en el gusto personal de la persona de mayor jerarqu\u00eda.<\/p>\n<p>Gracias al gran arsenal de herramientas de las que disponemos hoy en d\u00eda, muchas inclusive gratuitas, resulta cuanto menos tonto tomar decisiones de este modo.<\/p>\n<p>Con un poco m\u00e1s de esfuerzo se pueden tomar decisiones a partir de hechos concretos en lugar de preferencias propias.<\/p>\n<p><strong>Y ustedes qu\u00e9 experiencia con el Testing pueden compartir?<\/strong> \ud83d\ude09<\/p>\n<p>Pueden ver el art\u00edculo original ac\u00e1: <a href=\"http:\/\/blog.optimizely.com\/how-obama-raised-60-million-by-running-an-exp\">Optimizely Blog<\/a><\/p>\n","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>\n","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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