This Team Has Data, Not Opinions: A/B Testing at the Romney 2012 Campaign

romney-campaign

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.”

How Obama’s Campaign Team Sourced A/B Tests from User Feedback

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, […]

Introducing Multi-page Experiments (a.k.a. Conversion Funnel Testing)

We are excited to announce multi-page experiments on Optimizely! Lots of our customers want to A/B test not just one, but two or more pages that are related, often as part of a funnel. Multi-page experiments allow you to “link” together related variations of different pages: visitors who see the original version of Page 1 […]