What Are Jeb Bush & Others A/B Testing?

(Not that anyone cares)

Alhan Keser
Feb 14, 2016 · 3 min read

Update for 2020: How 2020 Candidates Use Behavioral Science to Convert Visitors into Donors

This is quick follow-up to What is Bernie Sanders A/B Testing? in light of the GOP Debate tonight.

As I did previously, I took a look at the GOP candidates’ websites for any signs of A/B testing. Found some!

Here’s what Jeb’s been up to:

“Visible GW” vs “Not-so-visible GW”

Well, this is awkward. As part of a signed baseball offer, Jeb’s team tested a full-color photo of GW vs one where he’s a lot less visible, as seen above. Okay, let’s focus on the form. It’s the form they were testing. Putting more focus on the form.

Jeb had another experiment worth mentioning, focused on the creation of a password during the donation process:

Password creation explanation text

This one is interesting, for a change. Jeb’s team is looking at whether clarifying that creating a password is optional helps or hurts.

Also, worth mentioning, Jeb’s been running geo-targeted tests looking at creating messaging specific to different states. Good thinking by this team.

Ben Carson

Found a couple more a/b tests on BenCarson.com

Book vs Hat Offer

The above test appears to be looking at what free offer works best to motivating donations on the landing page. Is it Carson’s book, “Gifted Hands” or a campaign hat?

“Donate $2” vs “Donate $25 + Hat”

In this experiment, a few things are being tested: The copy below the headline is asking for $2 in one variation, and $25 in the other, offering a free hat. This is close to being an interesting pricing test. There is another variable in the second variation, which is in the pricing table ($15, $25 instead of $10, $20, $35), making the result of this experiment difficult to interpret.

Thus far, I still haven’t seen a structured approach to A/B testing being applied to any of the candidate websites, on either side.

Soapbox

Not interested in your hot takes

Alhan Keser

Written by

At the intersection of experimentation and data science. Now at American Express, formerly at WiderFunnel. Views are entirely my own.

Soapbox

Soapbox

Not interested in your hot takes

Alhan Keser

Written by

At the intersection of experimentation and data science. Now at American Express, formerly at WiderFunnel. Views are entirely my own.

Soapbox

Soapbox

Not interested in your hot takes

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store