2015 Schedule
Interactive: March 13–17  •  Film: March 13–21  •  Music: March 17–22

Big Picture Testing: Beyond The One-Off Result

Saturday, March 14
3:30PM - 4:30PM

JW Marriott
Salon B
110 E 2nd St

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.


#sxsw #ABTesting


Kyle Rush

Head of Optimization


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...

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Sarah Newhall


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 ...

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Toby 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...

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