optimizely experience - donorschoose.org
DESCRIPTION
This presentation was given at the Optimizely Experience New York City by Optimizely customer - DonorsChoose.orgTRANSCRIPT
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Charlotte WeiskittelSenior Director, Product
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TESTING QUEUE
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ANALYSIS
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STAR VS. HEART
• Heart led to 135% increase in favorites; small bump in conversion
• But not on mobile?
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MONTHLY DONATIONS
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REMOVE $500 AND $1,000
Removing biggest amounts from dropdown increased conversion by 58%.
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PHOTO AND TAGLINE
1. A teacher spends $40 each month on classroom essentials.
2. Make giving a monthly habit.
3. Join the 3,500 people who support a classroom every month.
4. Help a classroom every month.
• Female teacher performed best with 3 of 4 taglines
• “Join 3,500 people…” did slightly better than the original, but it wasn’t significant
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CHARGE YOUR CARD NOW – OR IN A MONTH?
Removing mention of the next month increased conversion 217%.
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$50, $25 OR NO INCENTIVE• Conversion rate
- $50 incentive: 1.8%
- No incentive: 1.6%
- $25 incentive: 1.3%
• The no incentive group was the least likely to cancel after two months (8%)
• The no incentive group had the highest average monthly signup amount of $26
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BUTTONS INSTEAD OF A DROPDOWN
• The buttons saw a 32% decrease in conversion compared to the dropdown
• “No thanks” as text converted 68% better, but at the expense of donors reaching the Thank You screen
• “Most popular” converted terribly and was paused mid-experiment
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TESTING PHILOSOPHY
• Just start testing
• Clear the path for the tester
• Solve “I think…” debates
• Look at the results holistically, not just A vs. B
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