Obama’s home page image test

A couple days ago I wrote about how Barack Obama used Conversion Rate Optimization to maximize online donations.

Since then, one of our programmers, Matt Tobey, found more detail on what the home page script I found had been testing posted on schoonzie.com.

Here’s what we’ve found:

Variation A: Family casual black & white
The current page for first time visitors to the site looks like the image below. Since the test is no longer functioning, we can assume that this was the best-performing of the four variations that were tested.

Obama home page SwapBox location
Variation A: Red dash shows SwapBox placement

Variation B: Family waving black & white

Obama home page Variation B
Variation B

Variation C: Family waving full color

Obama home page Variation C
Variation C

Variation D: Obama and Biden couples full color

Obama home page Variation D
Variation D

In addition to the obvious image swap, the message below the images seems to vary slightly. It’s unclear whether this test was run as an A/B/n or a multivariate test so they could learn the interactions between the variables.

We still hope to interview the people responsible for the online marketing plan and learn more about the types of tests they were running. If you can introduce me, please email chris dot goward at widerfunnel.

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