See A/​B testing in action on Barack Obama’s reelection website

It’s always interesting to see A/​B testing in action.

In 2008, the Obama campaign tested the creative used on its website splash pages to maximize e-mail sign-ups and donations.

President Obama’s reelection campaign is doing the same thing. When you visit BarackObama​.com today, you are automatically redirected to one of several splash pages, each of which has a different layout or call to action.

Variant 1: Campaign button

This simple landing page, decorated with a campaign button, asks site visitors a simple question and invites e-mail signup. If they do not wish to sign up, visitors are offered a bail-out link to the main campaign website.

Variant 2: Are you in?

This simple landing page is like Variant 1, only with the campaign logo in place of the button.

Variant 3: Are you in?—with the President

A twist on Variant 2, this page includes a large photo of President Obama overlaid in front of the signup form.

Variant 4: 2012 starts here—I’m in

This page swaps out the “Are you in?” question for a statement.

Variant 5: 2012 starts here—let’s go

Continuing the evolution begun in Variant 4, this one replaces the submission button text so it reads “let’s go!”

Variant 6: Fired up?—let’s go

This next variant again changes the main call to action, once again asking visitors a question.

Variant 7: Are you in?—no bailout

This one returns to the simplicity of Variant 2, but drops the “continue to website” bailout link that allows visitors to skip this splash page.

Variant 8: Sign up

Variant 8 tests some drier but perhaps more effective copy: “sign up for campaign updates” with a generic “submit” button. Sometimes being straightforward is best.

Variant 9: Be the first to know

This landing page variant makes site visitors an offer of exclusive information: “be the first to know.” The submission button now reads “sign up.”

Variant 10: Help build this campaign

Variant ten, in turn, appeals to visitors’ belief in the campaign’s mission and invites them to “help build this campaign.” The “from the ground up” and “join us” language suggests a certain exclusivity.

Variant 11: Are you in?—photo background

This is a very different take on the landing page, including a large photo of the President and a much smaller signup form using language from Variant 2.

Variant 12: Are you in?—photo background, take 2

Modifying Variant 12 slightly, this version includes the exclusive offer also seen in Variant 9.

Variant 13: Are you in?—photo background, take 3

Another take on Variant 11, this one repeats Variant 8’s to-the-point “sign up for campaign updates.”