Breakout Sessions

A/B Testing Your Way to a Successful Website, Social Ads, and Emails

You say tomato, I say tomahto, A/B testing will figure out which one of us is right.

The tools to manage A/B testing have become cheap, quick to implement, and easy to use, across a wide variety of platforms, from websites to email to social ads. Too few nonprofits are taking advantage of this opportunity to lower costs, waste less time, raise revenues, and more effectively inform and persuade their audience.

This session will explain how to implement and evaluate A/B and multivariate testing methods, share real case studies of A/B testing processes and results from nonprofits, and walk participants through a process of creating their own (paper prototype) A/B test for their website, email, or social ad.


Devon Smith
Measure Creative


Devon co-founded Measure, a 2-person studio based in Portland Oregon that helps progressive causes understand, engage, and influence their audiences. Measure believes in balancing human-centered thinking with data-driven insights. Her current clients include Portland’5 Centers for the Arts, Western Arts Alliance, the Bill & Melinda Gates Foundation, James Irvine Foundation, International Committee of the Red Cross, Earthjustice, and Raise Your Hand Texas. Prior to founding Measure, Devon was director of social media and analytics at a DC-based agency for four years where her clients included the Smithsonian, BBC America, Pew Charitable Trusts, Robert Wood Johnson Foundation, Brookings Institution, National Park Service, and Planned Parenthood among many others. She helped clients use data to more effectively make decisions, plan and manage digital campaigns, and roll out new digital strategies across their organizations. She has been a featured speaker at more than 40 conferences in 6 countries including SXSW, Americans for the Arts, Do Good Data, and the Nonprofit Technology Conference. She has served on grant panels for the National Endowment for the Arts and for Theatre Communications Group, and as a guest lecturer at Yale University, American University, Arizona State University, and University of Maryland. Devon holds two bachelor’s degrees from the University of Washington, as well as an MBA and an MFA from Yale University.


Session Type



Wednesday, October 4
2:15pm - 3:15pm