In 2008, when Barack Obama first ran for president, his name was relatively unknown & he didn't have a big existing following. Because of that, he had to...View More
market himself more aggressively than other candidates, turning to online channels and testing everything for maximum impact. One of the biggest focus points of their testing was increasing online donations. The table below shows the results of button text that they tested. What makes these variations particularly interesting is that there was no clear winner for every situation. The most effective language for someone who never signed up was different than if they already signed up or donated. For instance, "Donate And Get A Gift" was the most effective for those who never signed up. This makes sense since it's focused on what the person gets; there's an incentive for them to take action. People who signed up, but didn't donate responded best to "Please Donate" and those who already donated responded best to "Contribute". The more committed they already were, the less nudging was needed & the more a passive tone was appreciated.
