We’ve reached the sixth installment of our Conversion Teardown series and we’re not even halfway through the field at this point. I’m really at a loss to write anything witty in this introduction.
Cory Booker is a politician, he’s running for president, and he has a website.
Other Teardowns in this Series
CoryBooker.com appears in the first organic spot on Google searches for his name, but the campaign doesn’t seem to be taking much advantage of this valuable real estate, not having updated the default text:
They are, however, running Google ads driving donations to the campaign’s ActBlue page which is a step in the right direction.
Homepage visitors are clearly directed to enter their email, ZIP, and phone number. Using the candidate’s eyelines to steer attention is a proven tactic, but the decision to use black & white photography is perplexing as color keeps a user more engaged.
The campaign also has email capture in the footer of key pages which is a great way to capitalize on additional site traffic. After completing the signup form, a supporter is redirected to a donation page, which is the generic ActBlue page.
The campaign sends a confirmation email when a user signs up. If you provide your mobile number, you’ll get a welcome message as well. I was impressed at how quickly I got segmented into event emails like this one, which provided an upcoming event email:
There’s also some segmentation going on with text messaging like this message asking if I want to learn more about policy roll-outs:
After the opt-in confirmations it’s a pretty standard political email program.
Like all of the 2020 Democrats, Booker is fighting to grow his email list and grassroots fundraising base. The campaign is running Facebook ads focused on growing its list and bringing in donations:
The landing pages mirror this tactical focus of reaching the debate stage:
- The Booker campaign is running paid Google ads but hasn’t done anything to capitalize on the extremely valuable (and free) real estate it could get in organic search results.
- The homepage, including the photography, is very focused on driving conversions.
- Key pages on the site also have email capture.
- The campaign onboards new supporters with welcome messages via text and email.
- These messages are segmented based on information provided by users.
- Messaging around list building and donation advertising is focused on the tactical matter of getting on the debate stage rather than substantive issues.
Grade (as of 7/24/19): B
I realize campaigns are hard work and I’ve got lots of admiration for the men and women in the arena, so if you’re from the campaign and reading this and think I’ve gotten something wrong, just drop me an email: email@example.com