The results of the 2008 presidential election are well known, but the video below goes into detail about some of the web analytics, e-mail tracking, and landing page optimization that was used to increase conversion rates. Truly fascinating in the amount of data that was analyzed and how quickly they made adjustments to maximize conversions and increase donations.
The first 13 minutes are kind of slow and gives a lot of political opinion from the presenter who is obviously Pro-Obama, but after that he goes into some of the Multivariate testing that they used and the results.
One surprising finding for me was that testing on their homepage found that an image converted much better than a video. I would have assumed that a video would have won by far, but after testing three variations of images, three videos, and six variations of the text on the Submit button they found that an image of the Obama family converted the best. Shows the results that testing can have.
What I also found interesting was the tools they were using were Google Analytics and Google Web Optimizer. These tools are not thought of as enterprise level tools, but they worked very well with traffic levels that were above what 98% of the sites on the web receive. The presenter left Google to work on the Obama campaign and that explains why they chose to use the Google Tools.
The video is long(over an hour), but definitely worth watching.
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