A/B Test

What the Data Told Us

When analysing this brand’s site, we noted that the majority of users accessed the site via mobile devices. Utilising this information, we wanted an easier way to guide mobile users to the subscription landing page with a goal of increasing long-term revenue. Originally, users had to open the hamburger menu to reach the subscription landing page.

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Hypothesis

How the Test was Set Up

We hypothesised that by adding the subscription landing page to the navigation bar on mobile devices, we’d see more traffic to this page and increased conversion and revenue. We created an A/B test which displayed the variation with an announcement bar leading users to the landing page.

The Results

After two weeks, we analysed the data and noted that it was performing well. We saw conversions increase by 3% and total revenue increased by 3.4% thanks to the 25% increase in visits to the subscription landing page and higher checkout visits. While Average Order Value and Revenue per Visitor decreased slightly, this is expected as users opted into subscriptions, paying less per order. 

We implemented Variant 1 permanently.

  • 24.77%

    Increase in Visits to Subscription Landing Page

  • 3%

    Increase in Conversion Rate

  • 16.58%

    Increase in Checkout Visits
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