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A Simple A/B Split Test to Boost Your Mac App Revenue

by Yaroslav Stepanenko on

Some conversion optimization campaigns are complicated, while others are simple and produce immediate results. As an example of the latter, see how we switched two different CTAs on our Mac applications’ activation dialogue, and ran an A/B split test. Yes, we have done only one simple change: we switched two CTAs, and it resulted in a tremendous boost in conversion, and translated into thousands of dollars in monthly app revenue.

Campaign

We do offer a trial version of all of our Mac products (CleanMyMac, Gemini, Hider), so we’re always looking to figure out how we’re going to increase conversions into paid customers, and our conversion optimization tests typically involve multiple hypotheses, and cover a wide range of product marketing and design activities. And for good reason, as most changes that make an impact are very complex. However, this time a change came along that was super simple, but ended up making a significant difference.

The technical part of the conversion into a paid customer is not too complicated, at a certain moment a user is offered to “Buy License” or “Enter Activation Number”.  One of our marketing managers said it would make sense to switch these two, since any UI guide would teach you to have what you want to be a priority on the right side.

A new version was placed on the CleanMyMac for the A/B split test.

split_test.jpg

For 26 days, the two activation messages were randomly shown on a 50/50 basis to the trial users. The test reached statistical significance after this period.

Results

Our mac app analytics showed us that the treatment with the “Buy License” on the right side had a 10.43% increase in paid clients conversions.

It was then added to all of our products, and given the high volume of the trial users, that level of lift in conversion represents thousands and thousands of dollars in monthly revenue.

And the good news is that we are making this change in DevMate now so it is available for your OS X products and you can experience the same success.

Let us know what you think about this change, or email us support@devmate.com. We can’t wait to see your revenue growing faster and would love to hear from you!

You can try any of our products to see it in action.


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