New York, US
Tough Mudder offers mud and obstacle courses designed to test physical strength, stamina, and mental grit. Rather than timed competitive races, these team-based activities are meant to promote camaraderie and accomplishment as a community.
altima° expected that customers on the mobile might not be able to discover events easily. Therefore, the core objective of taking up the optimization effort was to ensure easy identification of relevant events and seamless sign-ups for users.
To identify hurdles in the participants’ paths to enrolment, altima° analyzed Tough Mudder’s Google Analytics (GA) data. An analysis of existing rates from the Event List indicated that interested shoppers were not able to identify the events appropriate for them.
Tough Mudder and altima° hypothesized that on the mobile version of the original page, the most relevant pieces of information such as the event location and date were being pushed too far down the fold. In addition, less relevant page elements were possibly distracting the users.
This is what the original mobile page looked like:
Clearly, Event Location and Date were way below in the fold. altima° decided to make the following changes to the variation:
1. Simplified header: The header copy was limited to focus on the listed events. The following image shows how this looked:
2. List redesign: Filter and event list were redesigned to prominently feature the events. The list was redesigned to optimize the event location and date. This is what it looked like:
3. Urgency message to push quicker enrolments: An urgency message was added to encourage interested users to enrol as the events approached their deadlines. The following image to shows how this was done:
Based on these 3 variations, 7 different combinations were created. A multivariate test was run by using VWO. The test led to over 2,000 event sign-ups across 4 weeks. The tests also involved addition of social proof like Facebook icons.
Following is the list of combinations that were made:
After 4 weeks, Variation 2, which included the control’s urgency message, header copy, and redesigned event list, had won. This is not to say that other test variations were not successful—just that Variation 2 was 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%!
altima° attributes the performance of Variation 2 because of the following reasons:
Something to consider is that not every event included an urgency message. Also, not every enrolment period was to close soon. Therefore, it may have been the case that customers whose individually relevant events were not closing soon may have put off the decision till later. It might also have been that an urgency message was introduced too early in the steps to event enrolment.
Nonetheless, the experience reinforced the benefits of A/B testing by using specific hypotheses supported by VWO tools.
Thank you for your time.