Google Website Optimizer in Obama Landing Pages

How We Used Data to Win the Presidential Election Dan Siroker dan@siroker.com

Barack Obama David Plouffe Correspondence Field Policy Operations ... Communications New Media Paid Media Finance Marketing Email Blog Analytics Design Video Organizing

Results

Popular Vote Electoral Vote Other (1%) 1,865,617 McCain 173 McCain (46%) Obama (53%) 59,934,814 69,456,897 Obama 365 Source: Federal Election Commission

McCain Obama 3 100 150 2.4 80 120 1.8 60 90 Millions 1.2 40 60 0.6 20 30 0 0 0 Facebook Friends YouTube Video Views Unique Website Visitors Source: Facebook,YouTube, and Google Trends

Unique Website Visitors Source: Google Trends

Money Raised PRIMARY GENERAL OBAMA JANUARY JANUARY JANUARY ‘07 ‘08 CLINTON McCAIN ‘09 A EL N N EC O TI U N O C N EM D AY EN T Source: Stephen Geer

Money Raised McCain $201 million Obama $656 million Note: Does not include federal funds Source: Federal Election Commission

Money Raised Obama (Ofﬂine) McCain $156 million $201 million Obama (Online) $500 million Note: Does not include federal funds Source: Washington Post and Federal Election Commission

Lessons Learned

Lesson #1: Deﬁne success.

Chuck Kennedy-Pool/Getty Images

Lesson #1: Deﬁne success.

Lesson #1: Deﬁne success .

Lesson #1: Deﬁne quantiﬁable success metrics.

Website Email signup Raise money

cost per sign up $ per click rate recipient Website Email signup Raise money

Lesson #1: Deﬁne quantiﬁable success metrics.

Lesson #2: Question assumptions.

Media Button

Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springﬁeld Video 6. Sam’s Video

Button: “Sign Up”

Button: “Learn More”

Button: “Join Us Now”

Button: “Sign Up Now”

Media: “Get Involved”

Media: “Family”

Media: “Change”

Media: “Barack’s Video”

Media: “Springﬁeld Video”

Media: “Sam’s Video”

Splash page experiment results

Lesson #2: Question assumptions.

Lesson #3: Divide and conquer.

Donation button experiment results Never Signed Up, Previously Variations Signed Up Never Donated Donated 0.0% 0.0% 0.0% +2.3% +27.8% +16.3% -27.8% N/A N/A +15.2% -24.6% +11.9% +8.5% +2.9% +18.4%

Lesson #3: Divide and conquer.

Lesson #4: Don’t re-invent the wheel.

TextMate OpenReports DbVisualizer

Lesson #4: Don’t re-invent the wheel.

Lesson #5: Take advantage of circumstances.

Courtesy: Bradley Portnoy Taken: August 27th, 2008 9:42PM

Lesson #5: Take advantage of circumstances.

Lessons Learned 1. Deﬁne quantiﬁable success metrics. 2. Question assumptions. 3. Divide and conquer. 4. Don’t re-invent the wheel. 5. Take advantage of circumstances.

Case Study

Case Study Lesson #1: Deﬁne quantiﬁable success metrics.

Website Playing user Paying user

cost per cost per revenue per click playing user playing user Website Playing user Paying user

cost per cost per revenue per click playing user playing user Website Playing user Paying user 9/16: $0.33 $1.15 $0.11 $19 pay-to-play 9/22: $0.17 $0.41 $0.10 $4 pay-to-play freemium 9/28: $0.17 $0.43 $0.19 subscription

Case Study Lesson #1: Deﬁne quantiﬁable success metrics.

Case Study Lesson #2: Question assumptions.

Case Study Lesson #3: Divide and conquer.

Case Study Lesson #4: Don’t re-invent the wheel.

Case Study Lesson #5: Take advantage of circumstances.

Lessons Learned 1. Deﬁne quantiﬁable success metrics. 2. Question assumptions. 3. Divide and conquer. 4. Don’t re-invent the wheel. 5. Take advantage of circumstances.

Dan Siroker dan@siroker.com

The Future 1. Huge data challenges. 2. More effective user segmentation. 3. Democratization of tools & strategies.

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Google Website Optimizer in Obama Landing Pages

by Leonardo Naressi on Nov 01, 2009

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