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
A/B tests which increased donation conversions by 49% and sign up conversions by 161%. According to this article from Kyle Rush, a member of the digital team, http://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/, they had developers working around the clock to ensure they always had an A/B test running.
One of their most impressive implementations, now being used by most every 2016 presidential candidate, is the sequential order form. According to Kyle Rush, once the team optimized page engagement & minimized error rate, they decided to take a crack at minimizing the form and making it look easier to complete. The idea was to separate field groups into four smaller steps so users don't feel as overwhelmed by the lengthy form.
The sequential order form, of course, worked incredibly well and within a month, his competitor, Mitt Romney, swiped their exact approach. However, more than that, most every 2016 presidential candidate uses some version of the sequential donation form and below I've showcased those examples as well as the original Obama implementations.
