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Why is British Cycling so successful? Marginal gains: Dave Brailsford, the performance director, was brilliant at finding lots of small things to improve performance by 1%, such as clothing materials, cabling and riding position. You can apply this technique to your website by finding small things to test such as form layout, font size and call to action text. The Obama campaign was brilliant at split testing in the 2007-8 presidential campaign. They improved the email sign-up rate by 40% by testing 24 variations of the splash page media and sign-up button. The winning combination generated an extra $60 million in donations. They used a free split testing tool called Google Website Optimizer, which is now integrated into Google Analytics as content experiments. There are also more sophisticated paid split testing tools such as Optimizely, Visual Website Optimizer and AB Tasty. Download the slides to see my presenter notes.
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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
