How Obama’s team used A/B testing to improve fund raising

Note: This post is over 4 years old. It was first published in February 2009

This isn’t breaking news, but it’s an interesting enough tidbit to deserve being shared around. Back in November ’08, Chris Goward of Wider Funnel noticed that Obama’s team used Google Website Optimizer to run an A/B test on barackobama.com. Unsurprisingly they didn’t publish the results. If you look at variation D, you’ll see that one of the purposes of this test was to ascertain whether omitting the free t-shirt (variation D) would have a effect on the donation rate. Printing and shipping all those t-shirts must have been pretty pricey!

It seems like everyone is doing A/B and multivariate testing these days. If you’re not, then maybe it’s time to get busy?

screen grab from barackobama.com with A/B test region depicted

A/B test variations used on barackobama.com

(Found via WiderFunnel, the Conversion Rate Optimization Agency)

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