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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.
When thinking about A/B testing, the pivotal question is what to test. Ideally you should focus your testing efforts on the page elements that are most likely to have an impact. A great source of discovery for high impact elements can come from focusing on the user experience. Usability studies, user experience research, heuristic evaluations, and surveys can all yield insights into where users have difficulty (and success) using your site. By focusing on fixing the issues, and doubling down on the successes, you’re guaranteed to run tests that benefit your audience. In return, you’ll achieve a big win for your users, and a big win for your business.
