MVS Util Bar Copy – Paid, D/T Only

Description / Hypothesis

Testing two different successful MVS bar variants against each other will allow us to determine the optimal messaging for paid audiences on desktop and tablet devices.

Variations

Post-Mortem Analysis

In this test of two variants, the second iteration outperformed the first, resulting in a win of 44%.

We ran this test to hone in on the preferred copy stylings among Paid users. For all intents and purposes, this is a pleasing result–we’ve learned through this test that this particular segment of users likes the “Find out for Free” language over “Let’s Get Started,” showing us a path forward for actionable button copy.

Our work is very much just beginning with this concept–creating personalized call-to-action copy for each separate user segment. However, with clear wins among Paid users on both mobile and desktop/tablet platforms, we are beginning to see a way forward.