Win Report: How streamlining a funnel for high-intent users boosted subscriptions by 18%

Published: February 2025

Win Reports help you to grow your business by showing our methodology at work. Each article highlights a real-world test, sharing the research, insights, and techniques that led to the win.

In the next three minutes, we’ll show you how we fast-tracked high-intent users and increased subscriptions by 18% for Mobbin, the world’s largest mobile and web design reference library.

The image shows the original and variation screens side by side.

Research: Addressing distinct audiences

Mobbin’s pricing page played a crucial role in their conversion funnel, serving two distinct visitor types:

Low-intent users: Interested but uncertain, still exploring Mobbin’s value.
High-intent users: Already convinced and ready to buy.

Low-intent users typically visited the pricing page as part of their general research into Mobbin. They clicked on Pricing in the menu or followed an in-page link. By contrast, high-intent users arrived via a “Get Pro” call-to-action which implied an immediate readiness to buy.

And yet, both groups saw the same content.

In our early tests, we focused on low-intent users, adding persuasive elements and objection-handling that significantly increased conversions. Next, we turned our attention to high-intent users, recognizing that they required a different experience.

When someone clicks “Get Pro,” they have likely already made a buying decision. Introducing unnecessary content at the stage when they’re ready to purchase can create friction, slowing down or even derailing the conversion. This aligns with the Paradox of Choice principle: too many options can overwhelm users, making decision-making harder.

To maximize the overall conversion rate, we needed to streamline the sign-up process for high-intent users—while preserving the persuasive content for those still considering their options.

The original page (or control)

Here’s the top of the original pricing page. As mentioned above, it was accessible from the site’s menu and various links around the website.

The image shows the original page. — The Control: Note the start of the “Compare plans & features” table at the foot of the image.

The tested page (or variation)

Our experiment identified where users came from and dynamically adjusted their experience. Users who chose “Pricing” from the menu landed on the page with the “winning” persuasive content, but those who’d clicked on a “Get Pro” link saw this slimmed-down modal focused on the plans they were interested in.

The image shows the variation we tested. — The Variation: Users who clicked “Get Pro” saw this streamlined modal without leaving their page.

We have 18 years of previous wins to draw on, and modals have often proved an effective way of streamlining a process.

Result: Conversions increased by 18%

During the test, we observed an 18% increase in paid subscriptions.

This is a great result and underlines the flexibility and value of dynamic targeting. We use this creative approach in many ways, often running tests at scale or in situations that our client did not think feasible.

What next?

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of Mobbin’s business and then to other clients. In this case, we were able to leverage the learnings from the win into new tests and interactions.

If you want us to grow your profits—quickly and efficiently—check if you qualify for a free one-on-one strategy session with one of our CRO consultants.

We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.

Thanks to Mobbin for letting us share these insights (and lending their huge expertise to the interface design).

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Win Report: Improving the sign-up experience for millions of users for a leading AI SaaS company

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