How rerouting “pro” users increased subscriptions by 18% | Conversion Rate Experts

🌈 Abstract

The article discusses how Conversion Rate Experts (CRE) helped Mobbin, the world's largest mobile and web design reference library, increase subscriptions by 18% through a targeted test on their pricing page. The key insights include:

• CRE leveraged learnings from 25 previous tests on Mobbin's pricing page to identify that additional content was distracting users who had already decided to buy.
• CRE created a variation that detected users' intent and routed them to a slimmed-down modal if they had clicked on a "Get Pro" CTA, removing the extra content.
• This dynamic targeting approach led to an 18% increase in transactions.
• CRE plans to apply the learnings from this test to other parts of Mobbin's business and to other clients.

🙋 Q&A

[01] Research: Learning from previous tests

1. What did CRE learn from previous tests on Mobbin's pricing page?

• CRE had run various tests on the pricing page, such as adding elements like feature tables, FAQs, and highlighting benefits to address objections.
• These tests increased engagement and conversion rates, but in some scenarios, the extra content appeared to have reduced paid sales.

2. How did CRE use the insights from previous tests?

• CRE was able to identify that the extra content was distracting users who had already decided to buy.
• This allowed them to answer the question of what specific audience was most likely to be distracted by the additional content.

[02] The tested page (or variation)

1. How did CRE's variation differ from the original pricing page?

• CRE's variation added code that detected links to the pricing page and routed users based on their "intent".
• Users who chose "Pricing" from the menu landed on the page as normal, but those who had clicked on a "Get Pro" link were shown a slimmed-down modal.

2. Why did CRE choose to use a modal in the variation?

• CRE has 17 years of previous wins to draw on, and modals have often proved an effective way of streamlining a process.

[03] Result: Conversions increased by 18%

1. What was the result of CRE's test?

• During the test, CRE observed an 18% increase in transactions.

2. How does this result highlight the value of CRE's approach?

• The result underlines the flexibility and value of dynamic targeting, which CRE uses in many ways, often running tests at scale or in situations that their clients did not think feasible.

[04] What next?

1. What did CRE do after the successful test?

• CRE added the test to their proprietary Wins Database and looked for ways to apply the learnings to other parts of Mobbin's business and to other clients.

2. How does CRE approach working with clients?

• CRE only works with clients if they believe they can get amazing results together, and their success has come entirely from positive word of mouth.