UX experiments / Persuasion
Persuasion · Multivariate test · 310,382 visitors
Obama 2008 sign-up page: video or photo, Sign Up or Learn More?
Email sign-up splash page. Campaign staff loved the video. Which combination won?
Make your call. Which version won, and why? Decide before you open the result. Guessing first is what trains your judgment.
Made your call? See the result
The family photo with “Learn More” beat all 24 combinations.
What happened
The team tested 4 buttons and 6 media (3 images, 3 videos) as a full factorial test, about 13,000 visitors per combination. The staff favorite, a video, did not win.
Why it worked
“Learn More” asks for less commitment than “Sign Up”. A warm photo reads at a glance and needs no play button.
The takeaway
Your team's favorite is a hypothesis. Lower the commitment of the first click.
Source
- Optimizely · Obama's $60 million dollar experiment (optimizely.com)
More experiments to call
Practice the call
Call experiments like these every day.
Irreplaceable gives you a few real experiments a day to call before you see the result, and tracks how your judgment improves. Start with a free baseline: 12 decisions, about 12 minutes.