Obama for America’s Digital Fundraising Machine Optimizely The 2012 presidential election was a tight race. To fuel the campaign, the Obama Digital team optimized just about every aspect of the campaign’s fundraising strategy, from web pages to emails. Over the course of 20 months, the team executed about 500 A/B tests that increased donation conversions by 49% and sign-up conversions by 161%. Their optimization success is a testament to the perseverance and iteration required to achieve huge conversion gains. The team focused on cultivating a detailed understanding of their users’ behavior, looking for influences in variables like imagery, copy, design, usability, and website performance. Kyle Rush, Obama for America’s Deputy Director of Frontend Web Development, steered the team’s testin

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