How optimizing a page for the mobile experience impacts conversion Experiment ID: #18130

EWTN

Experiment Summary

Timeframe: 4/10/2019 - 5/20/2019

The National Catholic Register offers a free trial of their newspaper circulation to people. The page that offers people the opportunity to sign up for a free trial gets a significant amount of mobile traffic, but the page is not mobile optimized. To see the impact of having a mobile friendly experience, we developed a treatment that optimized the page for mobile devices. The content and copy on the page remained identical to the treatment. 

Research Question

What is the impact of a mobile optimized page for the Register’s free trial offer?

Design

C: Not Mobile Optimized
T1: Mobile Optimized

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Not Mobile Optimized 0.78%
T1: Mobile Optimized 0.90% 14.9% 97.5%

This experiment has a required sample size of 47,371 in order to be valid. Since the experiment had a total sample size of 124,838, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 14.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

Just by optimizing a page for mobile devices, we were able to increase names acquired for the free trial offer by 15%. The mobile friendly page created a better user experience, decreased friction in the sign-up process, and resulted in more people completing the acquisition page. We propose implementing mobile optimized pages moving forward – especially as more traffic visiting these pages becomes mobile – this experience is necessary to meet the needs of prospective engagers and supporters of the organization. 


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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.