Case Study: Code.org achieves a 29% increase in sign-ups with Optimizely

Code.org Generates 15 Million Online Participants in Five Days

Code.org, a nonprofit founded by Hadi Partovi to make computer science education universal, ran its Hour of Code campaign to engage more teachers and students and dramatically increase online registrations. The challenge was improving messaging and the call-to-action on registration pages to drive higher participation.

Using Optimizely to A/B test headlines and CTAs, Code.org shifted to community-focused messaging and changed the button from “Learn more” to “Join us.” The variation delivered a 29% lift in sign-ups—about 8 million additional registrations—and helped the campaign reach 15 million users in five days.

Code.org

Roxanne Emandi

Grassroots & Social Strategist, Code.Org