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Lessons learned from over 686,000 A/B tests
Marco Sgrignuoli (Software Engineer) [email protected]
Pedro B. Meyer (Country Manager – Italy, Spain & Portugal) [email protected]
Button
● Sign Up
● Learn More
● Join Us Now
● Sign Up Now
Splash Page Experiment’s Variations Media
• “Get Involved” Image
• “Family” Image
• “Change” Image
• Barack’s Video
• Springfield Video
• Sam’s Video
Button
● Sign Up
● Learn More
● Join Us Now
● Sign Up Now
Splash Page Experiment’s Variations Media
• “Get Involved” Image
• “Family” Image
• “Change” Image
• Barack’s Video
• Springfield Video
• Sam’s Video
Button
● Sign Up
● Learn More
● Join Us Now
● Sign Up Now
Splash Page Experiment Media
• “Get Involved” Image
• “Family” Image
• “Change” Image
• Barack’s Video
• Springfield Video
• Sam’s Video
Splash Page Experiment
Email Subscriptions
Volunteers Amount Raised
Original 7,120,000 712,000 $143,000,000
+40.6% +2,880,000 +280,000 +$57,000,000
New 10,000,000 1,000,000 $200,000,000
Donation Button Experiment
Never Signed-Up
Signed-Up No Donation
Previously 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%