Head-to-head competitions between GOP candidate websites show that campaigns too frequently place campaign objectives ahead of voter needs.
Competition experiments, using 15 undecided voters, found that the websites of Michele Bachman and Hermann Cain were the most effective at influencing voters. Surprisingly, the website of GOP front-runner, Mitt Romney, was one of the worst.
Download Report (22.3 MB) View on SlideShareSpecifically, the objectives of the interviews were:
Due to the large number of candidates and the still uncertain nature of the front-runner, we used a representative sample of six out of the nine candidates who participated in this fall's presidential debates. The candidates we selected represent a broad cross section of both Republican ideology and website design and functionality. The candidates selected for this study were:
Each interview was structured as a head-to-head competition experiment, i.e. each participant completed the same set of tasks on two different candidate websites. To ensure fair coverage and to determine a "winner", the websites and their order varied from participant to participant.
Participant | Voting History | Contest |
---|---|---|
1 | Mixed | Perry vs. Huntsman |
2 | Mixed | Cain vs. Huntsman |
3 | Republican | Romney vs. Cain |
4 | Republican | Santorum vs. Perry |
5 | Democrat | Santorum vs. Romney |
6 | Mixed | Huntsman vs. Bachmann |
7 | Democrat | Romney vs. Perry |
8 | Mixed | Cain vs. Bachmann |
9 | Republican | Perry vs. Bachmann |
10 | Democrat | Perry vs. Cain |
11 | Republican | Huntsman vs. Romney |
12 | Republican | Cain vs. Santorum |
13 | Republican | Romney vs. Bachmann |
14 | Democrat | Bachmann vs. Santorum |
15 | Democrat | Huntsman vs. Santorum |
The tasks were identical for all participants and candidate websites.
After completing both rounds, participants were asked which website had the better overall experience.
The results of our research indicate that republican candidate websites frequently place campaign objectives ahead of voter needs, wants and motivations.
Candidate | Losses | Wins |
---|---|---|
Bachmann | 1 | 4 |
Cain | 1 | 4 |
Huntsman | 2 | 3 |
Perry | 2 | 3 |
Romney | 4 | 1 |
Santorum | 5 | - |
"What a loser, the guy was so serious. A little dramatic [laughing]. It's so dramatic and mushy."
Mixed voter"I wouldn't sign up for this [Join Team Cain] area until I decided that I want to support Herman. I didn't want to do this now."
Republican voter"This is the most powerful marketing tool he's had so far."
Republican voter"Just because I want the newsletter does not meant that I am a supporter and that I want to go all out."
Republican voter"Enough. Enough. Enough. Make it stop."
Mixed voter"By god, I'm about ready to run out the door and vote for that man. Well done video. Very well done."
Democrat voterAdditional information on our findings as well as findings by candidate are detailed in the full usability report along with recommended follow up actions to be taken to address issues most likely to cause voter confusion.
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