Christopher WhalenSearch Marketing Executive

Torchbox

How Bradley Wiggins can improve your website

Why is British Cycling so successful?

Photo by Dan Davison (Mostly Dans): http://flic.kr/p/cJcsKs. Some rights reserved (CC BY 2.0).

Marginal gains

Marginal gains

“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).

Marginal gains

Cycling

›Clothing materials

›Cabling›Riding position

Websites

›Form layout›Font size›Call to action text

Obama campaign 2007-8

Which button won?

Which button won?

Media variants

Images

Videos

The winning combination

Obama campaign

›Improved sign-up rate by 40%

›10 million sign-ups›Original design would have got 7 million sign-ups

›$60 million extra donations

Split testing tools

Google Analytics Content Experiments

Split testing tools

Google Analytics Content Experiments

@domeheid