How Bradley Wiggins can improve your website
Why is British Cycling so successful? Marginal gains: Dave Brailsford, the performance director, was brilliant at finding lots of small things to improve performance by 1%, such as clothing materials, cabling and riding position. You can apply this technique to your website by finding small things to test such as form layout, font size and call to action text. The Obama campaign was brilliant at split testing in the 2007-8 presidential campaign. They improved the email sign-up rate by 40% by testing 24 variations of the splash page media and sign-up button. The winning combination generated an extra $60 million in donations. They used a free split testing tool called Google Website Optimizer, which is now integrated into Google Analytics as content experiments. There are also more sophisticated paid split testing tools such as Optimizely, Visual Website Optimizer and AB Tasty. Download the slides to see my presenter notes.
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How Bradley Wiggins can improve your website
- 2. How Br a dl e y W ggi ns i c a n i mpr ove your we bs i t e Christopher Whalen Search Marketing Executive Torchbox
- 3. W i s Br i t i s h Cyc l i ng s o s uc c e s s f ul ? hy Photo by Dan Davison (Mostly Dans): http://flic.kr/p/cJcsKs. Some rights reserved (CC BY 2.0).
- 4. M r gi na l a ga i ns
- 5. M r gi na l ga i ns a “The whole principle came from the idea that if you broke down everything you could think of that goes into riding a bike, and then improved it by 1%, you will get a significant increase when you put them all together.” Photo by Rob Evans (otbphoto): http://flic.kr/p/7NnuvU. Some rights reserved (CC BY-NC 2.0).
- 6. M r gi na l ga i ns a Cycling Websites › Clothing materials › Form layout › Cabling › Font size › Riding position › Call to action text
- 7. Oba ma c a mpa i gn 2007- 8
- 8. W c h but t on won? hi
- 9. W c h but t on won? hi
- 10. M di a va r i a nt s e Images Videos
- 11. The wi nni ng c ombi na t i on
- 12. Oba ma c a mpa i gn ›Improved sign-up rate by 40% ›10 million sign-ups ›Original design would have got 7 million sign-ups ›$60 million extra donations
- 13. Spl i t t e s t i ng t ool s Google Analytics Content Experiments
- 14. Spl i t t e s t i ng t ool s Google Analytics Content Experiments
- 15. @domeheid
Editor's Notes
- Bradley Wiggins. Olympic time trial.
- Tested aerodynamics in wind tunnel: Clothing materials. Position of cabling. Riding position.
- Idea came from Dave Brailsford, performance director for British Cycling. Find lots of small things to improve by 1%. Add them all up. You gain an advantage over your rivals. But how does this apply to your website? Source: http://www.bbc.co.uk/sport/0/olympics/19174302.
- The 2008 Obama campaign was brilliant at testing. They ran a multivariate test on the splash page. 4 buttons, 6 different media = 24 combinations. Normally takes ages to get enough traffic to get results, but had millions of visitors.
- Which version of the button do you think won? Hands up for: JOIN US NOW LEARN MORE SIGN UP NOW SIGN UP
- LEARN MORE.
- Tested 3 images and 3 videos. Obama’s staff originally favoured one of the videos. Images worked better than videos.
- Winning combination: family image + LEARN MORE button.
- Metric used to measure success: sign-up rate. Source: http://blog.optimizely.com/2010/11/29/how-obama-raised-60-million-by-running-a-simple-experiment/.
- Obama’s team used free tool called Google Website Optimizer. Now integrated into Google Analytics under Behavior / Experiments.
- Subscription tools: Optimizely Visual Website Optimizer AB Tasty What are you going to test on your site?