8 lessons learned from a year of online optimization (fundraising, politics)

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

@inathanaelwww.inathanael.com