Deliver the right content on the right device

Part eight of our 'lessons in CRO' mini-series (8 of 10)

This mini-series covers 10 lessons we have learned from some of our favourite recent experiments (and the results).  If you're facing similar challenges and want to understand why some things work better than others, or you simply want some new ideas to test, we hope these lessons help guide and inspire you with your next experiments.

Here's lesson eight:

‍

Lesson #8: Tailor tests to individual devices

Results

Desktop

• 20% uplift in purchase conversion rate
• 14% uplift in revenue

Mobile

• 75% uplift to trials

The problem

This company’s website sold software that recovered lost iOS data - including photos, messages, and app data. The company identified that they had a large conversion problem and their previous experimentation efforts didn’t yield any results.

Visitors would predominantly visit the site through organic search on a mobile device. They would arrive on the site after querying how to recover their data, making them problem-aware but not solution-aware.

Two main problems were identified:

1. Visitors needed convincing about the effectiveness of the software before committing to a trial and purchase.
2. Mobile visitors, a large proportion of users, were unable to download a trial as it was desktop software.

What we did

We introduced a Hero area to the traffic-dominant pricing page and showcased an image of the software, USPs, social proof, and a clear Download CTA.

On Desktop, this CTA triggered a download of the trial software. On Mobile, the CTA was tailored to promote that the trial download could be emailed to visitors - making it easier for them to move through the customer journey and ensuring they didn’t need to return on a desktop device.

The reasons it worked

Overcome objections

The test helped to provide a positive uplift to core metrics by helping to handle objections that visitors had: why should I use this software? And does it work?

The objection handling in the Hero area meant that visitors had less reservation about downloading a trial or purchasing paid plans.

The right message for the right audience

Tailoring the approach depending on the device meant that the Call to Action was relevant to each type of visitor. Making it clear that mobile visitors could have the trial emailed to them meant that they were more likely to complete that action, rather than assuming they had to return at a later time on a different device.

Your next experiment?

Consider the wider customer journey by looking at pre-site actions and mindset and tailor the approach on each device if visitors’ goals are going to be different depending on this.