How Bradley Wiggins can improve your website
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Transcript of How Bradley Wiggins can improve your website
Christopher WhalenSearch Marketing Executive
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How Bradley Wiggins can improve your website
Why is British Cycling so successful?
Photo by Dan Davison (Mostly Dans): http://flic.kr/p/cJcsKs. Some rights reserved (CC BY 2.0).
Marginal gains
Marginal gains
“The whole principle came from the idea that if you broke down everything you could think of that goes into riding a bike, and then improved it by 1%, you will get a significant increase when you put them all together.”
Photo by Rob Evans (otbphoto): http://flic.kr/p/7NnuvU. Some rights reserved (CC BY-NC 2.0).
Marginal gains
Cycling
›Clothing materials
›Cabling›Riding position
Websites
›Form layout›Font size›Call to action text
Obama campaign 2007-8
Which button won?
Which button won?
Media variants
Images
Videos
The winning combination
Obama campaign
›Improved sign-up rate by 40%
›10 million sign-ups›Original design would have got 7 million sign-ups
›$60 million extra donations
Split testing tools
Google Analytics Content Experiments
Split testing tools
Google Analytics Content Experiments
@domeheid