Nowadays, everywhere you look, everything you read ismobile, mobile, mobile. As recently as January 17th, worldwide mobile advertising revenue was forecasted to reach $11.4 billion in 2013, up from $9.6 billion in 2012, according to Gartner, Inc. Revenue from global mobile advertising is predicted to grow roughly 400% between 2011 and 2016, reaching $24.6 billion. Mobile even made the Top 10 predictions for CMOs by IDC, forecasting by the end of 2013, 5% of CMOs will shift to a "mobile first" strategy.
We've all read these mind-blowing stats and staggering predictions, but do a simple search for 'mobile landing page case studies' and you'll see how few actual mobile A/B testing stories exist out there on the world wide web. That being said, one of my professional goals for this year is to cultivate really exciting [and inspirational] mobile case studies, success stories and maybe even some surprising results in 2013. And, whether our managed services customers liked it or not, my team made sure to include mobile optimization into their yearly optimization roadmap!
So, with no further ado, I present to you, our first mobile A/B testing success story of the new year!
Mobile-Optimized Experience Results in a 153% lift for Deluxe
Deluxe Corporation is one of the largest check printers in the United States and provides various personalized products and services to small businesses, financial institutions, and consumers. From printed products to logo design, web services, and search engine marketing, Deluxe delivers innovative products and services to help businesses get found.
Who is the target audience?
Small businesses researching or looking to purchase affordable, professional website design services.
What was tested?
A/B Test — The desktop version of the 'website design' landing page (the Control) against a mobile-optimized experience (the Challenger).
When did the test run?
The test launched in September of 2012 and ran approximately 3 weeks. The test was validated at a 95% statistical confidence.
Why was the test run?
Well, it seems obvious, but testing mobile traffic against a desktop version allows you to set a benchmark. The only way to know the impact of mobile-optimized visitor experiences is to test! Rather than jumping the gun with an A/B mobile test, Deluxe built a business case for mobile by proving just how impactful device optimization can be.
How impactful? Well, the mobile-optimized landing experience increased lead conversion rate by almost 153%.
So, what’s next?
This initial A/B test is just the beginning of an ongoing test series for Deluxe. Since only 2% of visitors choose click-to-call, Deluxe will be focusing on improving the online user experience to decrease bounce rate and increase lead conversions. Knowing that 22% of visitors are interested in seeing customer examples is another key for driving optimization next steps.