Going beyond the low hanging fruit
@kylerush
Low hanging fruit experiment:
Recurring donation messaging
Close-up
Result:
+110% recurring donations
at 99.9% confidence level
Quick Donate
$115 million
1.5 million users
10 month lifespan
Experiment:
Log in indicator
Control
Variation
Experiment:
Left aligned labels
Control Variation
Experiment:
Two column layout
Experiment:
Labels within inputs
Control Variation
Important lessons:
1. Lower barrier to engagement
2. Engagement builds investment
Google Analytics to the rescue!
Custom event:
_gaq.push(['_trackEvent', 'donate form error', fieldName]);
Experiment:
Required indicator
Step 2: Quick Donate opt-in
Add asterisks
Result:
Reduction in errors
+7 Quick Donate opt-ins
Quick Donate users
Donate 4x as often
Donate 3X more money
!!!!
Experiment:
Employe & Occupation Hint
Experiment:
Credit card formatting
Experiment:
Fun backgrounds
Control & variation step 1
Variation step 2
Variation step 3
Variation step 4
Experiment:
"Boss" design
Experiment:
"Choice" design
Initial architecture
Problems
- No CDN
- No caching
- 46 http requests
- 5 - 7+ second load time
Performance comparison
webpagetest.org
Slow Fast
Result:
+14% conversions
$32 million