practical data and conversion rate optimization
@kylerush
Head of Optimization, Optimizely
Context
$690 million
500 experiments
weeks of user testing
668,720,213 GA events
results
+49% DONATE PAGE
+161% EMAIL sign up
Quick donate
Quick Donate
$115 million
1.5 million users
10 month lifespan
optimization process
Data gathering
Observation
Experimentation
form errors
gathering data
_gaq.push(['_trackEvent', 'donate form error', fieldName]);
OBSERVATION
EXPERIMENT
-63% errors
No detectable effect on revenue or conversions.
Errors: reduction
Revenue: Statistical tie
Conversions: statistical tie
quick donate opt-ins: increase
quick donate users
Gave four times as often
Three times as much money
vs.
Non Quick Donate users
control
variation
+21% Opt-ins
control variation
placing the up-sell on the conversion page instead of after resulted in:
-44% OPT-INS
LANDING PAGE OPTIMIZATION
@KYLERUSH
Formerly Deputy Director of Frontend Web Development at Obama for America 2012
Thank you!
kylerush.net
@kylerush
Using practical data for conversion rate optimization
By Kyle Rush
