Going beyond the low hanging fruit
@kylerush
Low hanging fruit
Low hanging fruit experiment:
Recurring donation messaging
Close-up
Close-up
Result:
+110% recurring donations
at 99.9% confidence level
Quick Donate
Quick Donate
$115 million
1.5 million users
10 month lifespan
Guiding users
Experiment:
Log in indicator
Control
Variation
Result:
+9% donations
User experience
Experiment:
Left aligned labels
Control Variation
Result:
Statistical tie
Experiment:
Two column layout
Result:
Statistical tie
Experiment:
Labels within inputs
Control Variation
Result:
Statistical tie
Experiment:
"Sequential"
Step 1
Step 2
Step 3
Step 4
Result:
+5% donations
Important lessons:
1. Lower barrier to engagement
2. Engagement builds investment
Data gathering
Google Analytics to the rescue!
Custom event:
_gaq.push(['_trackEvent', 'donate form error', fieldName]);
Donation error report
Experiment:
Required indicator
Step 1: Donate
Step 2: Quick Donate opt-in
Add asterisks
Result:
Reduction in errors
+7 Quick Donate opt-ins
Quick Donate users
Donate 4x as often
Donate 3X more money
!!!!
Error reduction frenzy
User testing
Experiment:
Employe & Occupation Hint
Result:
-63% errors
Experiment:
Credit card formatting
Result:
-15% errors
Experiment:
Fun backgrounds
Control & variation step 1
Variation step 2
Variation step 3
Variation step 4
Result:
Statistical tie
Experiment:
"Boss" design
Result:
+5% donations
Experiment:
"Choice" design
Result:
Statistical tie
Performance
Initial architecture
Problems
- No CDN
- No caching
- 46 http requests
- 5 - 7+ second load time
Variation architecture
Performance comparison
webpagetest.org
Slow Fast
Result:
+14% conversions
$32 million
@kylerush
Going beyond the low hanging fruit
By Kyle Rush
Going beyond the low hanging fruit
2014 Conversion Conference Chicago - After your first six months of conversion optimization you've picked all the low hanging fruit. It's now much harder to produce a winning variation and you're struggling to figure out where to go next. In this session, Kyle will walk you through how to increase the sophistication of your conversion optimization strategy to produce those hard fought winners.
