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How Tough Mudder Gained a 9% Session Uplift by Optimizing for Mobile Users

The following is a case study about how Tough Mudder achieved a 9% session uplift by optimizing for mobile. With the help of altima° and VWO, they identified and rectified pain points for their mobile users, to provide seamless event identification and sign-ups. 


About the Company

Tough Mudder offers a series of mud and obstacle courses designed to test physical strength, stamina, and mental grit. Events aren’t timed races, but team activities that promote camaraderie and accomplishment as a community.

Objective

Tough Mudder wanted to ensure that enrolment on their mobile website was smooth and easy for their users. They partnered with altima°, a digital agency specializing in eCommerce, and VWO to ensure seamless event identification and sign-ups.

Research on Mobile Users

The agency first analyzed Tough Mudder’s Google Analytics data to identify any pain points across participants’ paths to enrollment. They analyzed existing rates from the Event List, which demonstrated that interested shoppers were not able to identify the events appropriate for them. The agency began to suspect that customers on mobile might not be discovering events easily enough.

Test

On the mobile version of the original page, most relevant pieces of information like the event location and date, were being pushed too far down below the fold. In addition, lesser relevant page elements were possibly distracting users from the mission at hand. This is how it looked like:

tough mudder
Event location and date way below the fold on ‘original’

The agency altima° decided to make the following changes in the variation:

  1. Simplified header: Limiting the header copy to focus on the listed events. The following image shows how this looked.

    img2
    Simplified header copy
  2. List redesign: Redesigning the filter and event list to prominently feature the events themselves. The following image shows the same:

    List redesign to optimize event location and date
  3. Additionally, an Urgency Message was added to encourage interested users to enroll in events nearing their deadline. See the following image to know how it was done:

    Urgency message to push quicker enrollments

For these three variations, seven different combinations were created and a multivariate test was run using VWO. The test experienced over 2k event sign-ups across 4 weeks. The combinations of variations are shown below:

 

Test Results

After 4 weeks, Variation 2, which included the redesigned event list, proved to be the winning variation. This is not to say that other test variations were not successful. Variation 2 was just the MOST successful:

The winning variation produced a session value uplift of 9%! Combined with the next 2 rounds of optimization testing, altima° helped Tough Mudder earn a session value uplift of over 33%!

Why Did Variation 2 Win?

altima° prefers to let the numbers speak for themselves and not dwell on subjective observations. After all, who needs opinions when you’ve got data-backed results? altima°, however, draws the following conclusions on why Variation 2 won:

Simplified header:

Social proof has demonstrated itself to be a worthy component of conversion optimization initiatives. These often include customer reviews and/or indications of popularity across social networks.

In fact, Tough Mudder experienced a significant lift in the session value due to the following test involving the addition of Facebook icons. It’s likely that the phrase Our Events Have Had Over 2 Million Participants Across 3 Continents warranted its own kind of social proof. 

List redesign:

The most ambitious testing element to design and develop was also the most successful.

It appeared that an unnecessary amount of real estate was being afforded to the location filter. This was resolved by decreasing margins above and below the filter, along with removing the stylized blue graphic.

The events themselves now carried a more prominent position relative to the fold on mobile devices. Additionally, the list itself was made to be more easily read, with a light background and nondistracting text.

Urgency message:

The underperformance of the urgency message came as a surprise. It was believed that this element would prove to be valuable, further demonstrating the importance of testing with VWO.

Something to consider is that not every event included an urgency message. After all, not every enrolment period was soon to close. Therefore, it could be the case that some customers were less encouraged to click through and enroll in an individually relevant event if they felt that they had more time to do so later.

They might have understood that their event of interest wasn’t promoting urgency and was, therefore, not a priority. It also might have been the case that an urgency message was introduced too early in the steps to event enrolment.

Let’s Talk

How did you find this case study? There are more testing theories to discuss! Please reach out to altima° and VWO to discuss. You could also drop in a line in the Comments section below.

Multivariate Testing CTA

With a love for exploring the newest cafes in town, Shivangi is a tarot dilettante and an authority on wine among friends. She works as a copywriter at VWO.

Comments (4)

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  1. The underperformance of the urgency message could possibly be due in part to the test city that was used. The city used could be lower in popularity and/or population.

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