Donation Page Strategy from 2012 & 2016 Presidential Candidates

swiped by Mike Schauer

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 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!

Get The Latest Swipes In Your Inbox.

  • Join the other 15,000+ savvy marketers & copywriters who get swipe updates.
  • Each week, you'll receive new "Swipe Studies" analyzing successful promotions.
  • You'll be the first to know about new site features & additions.
18 Annotations

I'm Interested In Seeing...

Get The Latest Swipes In Your Inbox.

This Swipe's Short Link

Share This Swipe

Add to Collection


You must be logged in to collect content