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Saturday, March 14 • 3:30pm - 4:30pm
Big Picture Testing: Beyond The One-Off Result

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Every digital experience should drive action—from sales, sign-ups, and social shares to fundraising and advocacy—so you should always be testing to see what’s see what’s delivering the most conversions. A/B tests are one of the most powerful ways to do this, but you’ve got to do them right. It’s easy to develop two variations of an email, ad, or webpage, and then test which one performs better—but all that does is get you better results for that one email, ad, or webpage. Data from that test won't help you hone your tactics for the future, especially if the test wasn't designed to find the clearest path to more meaningful actions. Instead, getting real results from testing takes a long-term strategic plan. Join experts from Blue State Digital, Optimizely, and Organizing for Action (formerly Obama for America), as they share insights into the best tools, strategies, common mistakes, and processes for creating a robust testing plan that delivers on your digital investments.

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Toby Fallsgraff

Digital Dir, Organizing for Action
Toby Fallsgraff is the digital director for Organizing for Action, where he oversees email, social, web, design, acquisition, video, and optimization strategy for BarackObama.com. In 2012, he served as email director for the Obama for America campaign, which recruited more than 2... Read More →
avatar for Sarah Newhall

Sarah Newhall

Exec VP, Blue State Digital
Sarah Newhall is Executive Vice President and Managing Director, DC for Blue State Digital. Sarah is responsible for the health and growth of the DC business, from the people who work at BSD DC to the success of the programs that are executed to the pursuit of new business opport... Read More →
avatar for Kyle Rush

Kyle Rush

Head of Optimization, Optimizely
Kyle Rush is the Head of Optimization at Optimizely. He is frequently speaks on topics related to web technology and conversion rate optimization. His work has been showcased at Velocity Conference, MozCon, and in A/B Testing: The Most Powerful Way to Turn Clicks Into Customers. Prior... Read More →

Saturday March 14, 2015 3:30pm - 4:30pm CDT
JW Marriott Salon B

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