8 lessons learned from a year of online optimization (fundraising, politics)
DESCRIPTION
Nathanael Yellis, Digital Director for Heritage Action, gives you 8 specific lessons learned about online optimization. Each lesson is supported by a real-world test. Online optimization is continuous improvement based on data. It’s how you generate big sustainable wins online. The best way to learn is having a strong framework and use it to build specific tests about your audience. This slide deck is a fine place to start for the framework.TRANSCRIPT
Nathanael YellisDigital Director, Heritage Action
Online optimization is continuous improvement based on data.
It’s how you generate big sustainable wins online.
Online activity is a mess.
Visualize a funnel to keep things simple.
Which funnel step is the best one to
optimize?
Step conversion
BaselineBoost open
20%Boost click
20%
Boost donate
20%
Boost all 20%
Open 30% 10,000 12,000 10,000 10,000 12,000
Click 10% 1,000 1,200 1,200 1,000 1,440
Donate money 20% 200 240 240 240 346
Want big results? Optimize the whole pathway.
How? Develop a theory about human behavior in your funnel.
Control: leading with big name and event details, just like an invitation.
Variation: motivating words will make more people register for events.
Name & DetailsMotivational
Words
Opened email 21% 20%
Clicked email 12% 18%
RCSP 35% 54%
Overall conversion
0.9% 1.9%
Lesson learned: optimize the whole pathway.
12.2% Decrease in Conversion
13% Increase in Revenue Per
Visitor
Control: 7 button array Variation: 3 button array
Lesson Learned: focus on the bottom line.
Optimization Systems Can be a Mess
Original: “Donate” in the Header
Variation: “Contribute” in the Header
Result: No Significant Difference, Nothing Gained
Lesson Learned: focus tests on areas with big potential
Senate Calls House Calls
Opened email
19% 13%
Clicked link 22% 25%
Entered zip code
38%
Call report 28% 24%
Conversion 0.4% 0.8%Removing a step from the funnel doubled conversion
Look for high-potential tests
Lesson Learned: Good tests are a big change in a high potential area.
Original: Donate as a Header Link
Variation: Red Button
Result: nothing significant learned
Testing “we need a red button like Obama’s” isn’t worthwhile
Lesson Learned: Good tests are about your audience, not someone else’s.
Original: plain signup box
Variation: social proof
Results: plain beats messy social proof
Lesson learned: clarity in tests mean clarity in results.
“opens” “clicks” “donates” “signups” “visits” “eyeballs” “the list”are all real people
Lesson learned: count the cost of web marketer tricks.
1. Optimize the whole pathway.2. Test theories of human behavior.3. Focus on the bottom line.4. Test areas with big potential.5. Tests big changes.6. Tests ideas about your audience, not someone else’s.7. Clarity in testing means clarity in results.8. Count the cost of web marketer tricks.
Lessons Learned
