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.

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