How A/B Testing Increased Website-to-App Conversion Rates by 30%

SUMMARY

Company: iPrice, the largest eCommerce aggregator across South East Asia

Client Industry: Consumer Fintech

The Goal: Increase the number of website visitors who download the mobile app

The Challenge: High traffic, low conversion rate.

The Solution: Data-driven A/B testing of the landing page experience.

The Result: 30% increase in app conversion rate and 10K organic downloads within the first two weeks of launch

The strategy

We developed a comprehensive AB test roadmap consisting of touchpoints across the user journey to encourage users to sign up for the app. Leveraging the psychological principles of social trust, visual proof, and scarcity, we formulated multiple hypotheses and tested them against variations in both UI design and UX copywriting.

The execution

Given the websites generated millions of views monthly, we diverted only a small percentage of traffic to the test variants. This allowed us to achieve statistical significance without risking negative impact on the site’s core revenue metrics. Once the test reached 95% confidence, we declared a winner and rolled out the changes site-wide.