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

Using practical data for conversion rate optimization

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