Big Picture Testing: Beyond The One-Off Result
Every digital experience should drive action—from sales, sign-ups, and social shares to fundraising and advocacy—so you should always be testing to see what’s see what’s delivering the most conversions. A/B tests are one of the most powerful ways to do this, but you’ve got to do them right. It’s easy to develop two variations of an email, ad, or webpage, and then test which one performs better—but all that does is get you better results for that one email, ad, or webpage. Data from that test won't help you hone your tactics for the future, especially if the test wasn't designed to find the clearest path to more meaningful actions. Instead, getting real results from testing takes a long-term strategic plan. Join experts from Blue State Digital, Optimizely, and Organizing for Action (formerly Obama for America), as they share insights into the best tools, strategies, common mistakes, and processes for creating a robust testing plan that delivers on your digital investments.
Presenters
Kyle Rush
Head of Optimization
Optimizely
Kyle Rush is the Head of Optimization at Optimizely. He is frequently speaks on topics related to web technology and conversion rate optimization. His work has been showcased at Velocity Conference...
Show the restSarah Newhall
EVP
Blue State Digital
Sarah works closely with BSD’s teams and clients to define goals and digital strategies based on the interpretation of data, and to effectively track and manage those initiatives. Her expertise in ...
Show the restToby Fallsgraff
Digital Dir
Organizing for Action
Toby Fallsgraff is the digital director for Organizing for Action, where he oversees email, social, web, design, acquisition, video, and optimization strategy for BarackObama.com. In 2012, he serve...
Show the rest