COVERITLIVE.COM

3:25	Hey can you believe - I'm here a few minutes before it starts woohoo

3:30	It's starting now

3:31	Here's a link about this session: http://www.opencongress.org/wiki/Tinkering_Your_Web_Strategy:_Using_Analytics_to_Understand_Your_Traffic_and_Making_Adjustments

3:31	moderator had read an INC. analysis about Bonobos pantsmaker's data from website

3:31	that gave him the idea for this panel

3:32	Matt Yalowitz w/Google and what he does with analytics and what we can do

3:32	Blue State Digital - Mark Skidmore - comes from SEO and paid search background - said analytics person on another panel

3:33	led analytics team for Obama - came there from Google was product manager for google Chrome Dan Siroker

3:34	Had team of six people working on analytics on Obama campaign - goal was to optimize everything they did - sign up emails, through mybaraock, volunteer, to register to vote

3:34	Top five lessons learned thru campaign

3:36	1. Understand your user funnel - example - how many visited the site, how many signed up, how many made donations - he used donations as a conversion - Lesson 2 - focus on the weakest link - so here, it seemed like only 1/2 of people who signed up for newsletters made donations

3:36	before he got there weakest link was getting people to sign up for newsletter

3:36	so he worked on that Donald Guth (Kuth) premature optimization is the root of all evil

3:37	1/08 - ran experiement on splash page - wanted to test three different images three vieos and four submit buttons - all images beat all videos and best image was the family with a link that said learn more - 8.3 to 11% conversion rate that's about 4.4 million MORE subscribers to newsletter

3:38	Lesson 3 - segmentation is your friends - this means splitting your users into meaningful subsegments and treating them differently - example - in upper hand could choose donate button

3:38	Donate Now Please Donate Why Donate Donate and get a gift Contribute

3:39	Answer is - it depends - segmentation is your friend - it depended on who you were as a user - if you didn't sign up, best was donate and give a gift - if you'd sign up and never doanted - best button was please donate - if you'd previously donated, contribute was the best

3:40

Lesson 4 - Circumstances matter - don't spend all your time doing experiments when you have golden opps fall into your lap - example - the community organizer comment by Palin - Plouffe sent an email that night - saying I was going to write you but if you saw Palin tonight you know what she said - that email made more than almost any other meail they sent

3:41	Lesson 5 assumptions tend to be wrong - question them

3:42	Mark Skidmore: what are you doing with people and how are you getting them there

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