landing page optimization


@kylerush


Formerly Deputy Director of Frontend Web Development at Obama for America 2012







Context


$1 billion expected


$1.1 billion actual


$690 million online





QUICK DONATE



$115 million



1.5 million users




500 experiments


weeks of user testing


668,720,213 GA events






results


 



+49% DONATE PAGE


+161% EMAIL sign up





optimization


experimentation


observation


data gathering






experimentation





1. identify goals







2. hypotheses





3. create experiments





4. prioritize w/roi





5. test





6. record results





copy


control


variation




more direct copy resulted in:


+21% conversions


SAVE YOUR PAYMENT INFO FOR NEXT TIME


VS.


NOW, SAVE YOUR PAYMENT INFO





imagery

control


variation




More situational imagery resulted in:


+19% conversions







performance

what we started with



5-7 second load time

No CDN

No caching


What we engineered


80% faster time-to-paint


63% reduction in page weight

52% reduction in requests


80% faster resulted in: 


+14% conversions

OR


$32 million






user experience

control


variation



Gradual incline instead of steep slope resulted in:


+5% conversion


on an already optimized paged




experimentation

best practices





1. Start simple




2. always have 

a test running




3. don't be afraid

to fail


control                      variation




placing the up-sell on the conversion page instead of after resulted in:


-44% conversions





data gathering


668,720,213

Google analytics custom events





Right: 82% of clicks





_gaq.push(['_trackEvent', 'one million infographic', 'name slides right']);





User testing


Control                      variation



adding field hints resulted in:



63% error reduction

LANDING PAGE OPTIMIZATION


@KYLERUSH


Formerly Deputy Director of Frontend Web Development at Obama for America 2012

Landing page optimization

By Kyle Rush