If you have a website today, chances are you’re using search engine marketing (SEM) to drive more visitors to it. SEM is a powerful way to drive highly-qualified traffic– searchers who are looking for something specifically-related to the good or service you provide – to your site. But once they get there, then what?
Website optimization can make the dollars you spend on SEM campaigns more effective by driving more clicks, purchases, and engagement from these visitors. It’s insanely simple and extremely powerful. Here’s how Liftopia did it.
Welcome back to Conversion Rate Optimism, Jeff Blettner, a web designer and conversion optimization specialist at Formstack. Having just completed a complete redesign of formstack.com, Jeff spoke with me about the role AB testing tools played in the process.
Optimizely: How big of a role did A/B testing – actually doing it, or knowing you were going to do it – play in this redesign for Formstack?
Jeff: Very large role. Everyone has an opinion on what a website should say or include, and sometimes those strong opinions lead to disagreements in planning or design. When we reached those spots, resolution was a lot easier when we knew that post-launch, we could A/B test our different hypotheses to see what is the better approach.
From day one, Mitt Romney’s digital campaign team understood a common truth: the campaign is not a creativity contest – what looks best and what works best for the website is not always the same.
“We tried to be very conscious that this team doesn’t have creative opinions, this team has data,” says Ryan Meerstein, a senior political analyst from Targeted Victory, the agency who ran testing and optimization for the Romney campaign. “It’s hard for the team to argue with a graph that proves what works and what doesn’t.”
This is the final, ultra-optimized version of contribute.barackobama.com. Every pixel, every word, every dollar sign has been scrutinized, iterated and heavily tested. This page was the portal to Barack Obama’s $690 million online fundraising machine.
This is the second part of our interview with Kyle Rush of the 2012 Obama for America Digital Team. Click here to read part one.
Kyle Rush, right, was the Deputy Director of Frontend Web Development at Obama for America.
We interviewed Kyle Rush of the 2012 Obama for America Digital Team about A/B testing at the campaign.