Win Report: How rerouting “pro” users increased subscriptions by 18%

Published: August 2024

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 “Pro” 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: Learning from previous tests

This was the 25th test we ran for Mobbin, so we already had lots of insight to leverage. For example, we’d run various tests on the pricing page—adding elements like feature tables and FAQs—highlighting benefits, and addressing objections.

These tests dramatically increased engagement and conversion rates, but in some scenarios, the extra content appeared to have reduced paid sales. (Mobbin offers free and paid subscriptions.)

These are the kind of results we love to dig into. Our methodology ensures that we capture supporting metrics that help us understand why a test won or lost. Many companies fail to do this, but it’s a critical part of turning “losing” tests into winning insights.

In this case, we were able to answer an important question. What specific audience is most likely to be distracted by content that had otherwise increased engagement (and would therefore convert at a lower rate)?

The answer: Users who had already decided to buy.

The original page (or control)

Here’s the original pricing page. It was accessible from the website’s menu and links within specific pages. For example, if a user clicked on a “Get Pro” call-to-action (CTA), the link would take them to the pricing page.

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

We knew that this page was effective for converting undecided users. How could we improve it for those who already knew what they wanted?

The tested page (or variation)

Our 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’d clicked on a “Get Pro” link were shown a slimmed-down modal.

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

This variation leaned into the insights gathered in previous tests. If adding content lowers the conversion rate for a specific audience, what happens if we remove extra content and get them to the important stuff fast?

(We have 17 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 a 18% increase in transactions.

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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