Little things make all the difference

By Simon T Small at February 5, 2010 | 9:00 amPrint

Yes, the internet is wonderful – we all know that – and a recent video by Omniture illustrates the potential power of the data available in digital marketing.

During the Obama campaign they ran some tests on these buttons with slight copy variations… Which button do you think performed the best?

Well, I guessed Donate Now, based on some previous tests I’d ran of my own… But I was wrong… In fact it was different for different types of visitors. The three types of visitors in the table below are 1) people who hadn’t signed up to the Obama website 2) people who previously signed up but not donated 3) people who had previously donated. Each type of user responded substantially differently to each button.

I guess my point is, we can make educated guesses as to how someone will act, however, when we give people the choice and control we can KNOW how they’ll act. This clearly illustrates the power of content testing & user segmentation.

Check out the full video here: http://www.omniture.com/offer/718?fc=true&v_id=527323

Came across this from a good mate, Luke Kowald.

Strategy Technology analytics, data, multivariate testing, testing, tracking, user segmentation