Donation Page Strategy from 2012 & 2016 Presidential Candidates

swiped by Mike Schauer in September 2015

In 2012, Barack Obama's Digital Team set a new standard for using online optimization in a presidential campaign. In a 20 month period, they executed about 500...View More

Donation Page Strategy from 2012 & 2016 Presidential Candidates

Key Takeaways

  • The high conversion rates for Obama's campaign wouldn't have been possible without A/B testing. They conducted a whooping 500 A/B tests & were constantly thinking about optimization.
  • As a general rule of thumb, longer forms often create more friction which lead to less conversions. If an existing page of yours or a clients has a lengthy form, there is big potential there to increase conversions.
  • All of the current presidential candidates are using the same approach the Obama team introduced to the political field, which is a great example of how it's smart to swipe what's worked previously for others.
  • Of course, if you are creating a donation form or a multi-step checkout form, try the format used by all of these candidates.

Analyst Spotlight

Mike Schauer

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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