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

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


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The next is a case research about how Robust Mudder achieved a 9% session uplift by optimizing for cellular. With the assistance of altima° and VWO, they recognized and rectified ache factors for his or her cellular customers, to offer seamless occasion identification and sign-ups. 

Concerning the Firm

Tough Mudder provides a collection of mud and impediment programs designed to check bodily power, stamina, and psychological grit. Occasions aren’t timed races, however group actions that promote camaraderie and accomplishment as a group.


Robust Mudder needed to make sure that enrolment on their cellular web site was clean and straightforward for his or her customers. They partnered with altima°, a digital company specializing in eCommerce, and VWO to make sure seamless occasion identification and sign-ups.

Analysis on Cellular Customers

The company first analyzed Robust Mudder’s Google Analytics knowledge to determine any ache factors throughout members’ paths to enrollment. They analyzed present charges from the Occasion Listing, which demonstrated that buyers weren't capable of determine the occasions applicable for them. The company started to suspect that clients on cellular won't be discovering occasions simply sufficient.


On the cellular model of the unique web page, most related items of data just like the occasion location and date, have been being pushed too far down under the fold. As well as, lesser related web page parts have been probably distracting customers from the mission at hand. That is the way it appeared like:

tough mudder
Occasion location and date approach under the fold on ‘unique’

The company altima° determined to make the next modifications within the variation:

  1. Simplified header: Limiting the header copy to give attention to the listed occasions. The next picture exhibits how this seemed.

    Simplified header copy
  2. Listing redesign: Redesigning the filter and occasion listing to prominently function the occasions themselves. The next picture exhibits the identical:
    Record redesign to optimize occasion location and date
  3. Moreover, an Urgency Message was added to encourage customers to enroll in occasions nearing their deadline. See the next picture to know the way it was executed:
    Urgency message to push faster enrollments

For these three variations, seven totally different mixtures have been created and a multivariate check was run utilizing VWO. The check skilled over 2k occasion sign-ups throughout four weeks. The mixtures of variations are proven under:

Check Outcomes

After four weeks, Variation 2, which included the redesigned occasion listing, proved to be the profitable variation. This isn't to say that different check variations weren't profitable. Variation 2 was simply the MOST profitable:

The profitable variation produced a session worth uplift of 9%! Mixed with the subsequent 2 rounds of optimization testing, altima° helped Robust Mudder earn a session worth uplift of over 33%!

Why Did Variation 2 Win?

altima° prefers to let the numbers converse for themselves and never dwell on subjective observations. In any case, who wants opinions once you’ve obtained data-backed outcomes? altima°, nevertheless, attracts the next conclusions on why Variation 2 gained:

Simplified header:

Social proof has demonstrated itself to be a worthy element of conversion optimization initiatives. These typically embrace buyer evaluations and/or indications of recognition throughout social networks.

In reality, Robust Mudder skilled a big raise within the session worth because of the following check involving the addition of Fb icons. It’s probably that the phrase Our Occasions Have Had Over 2 Million Members Throughout three Continents warranted its personal sort of social proof. 

Listing redesign:

Probably the most formidable testing aspect to design and develop was additionally probably the most profitable.

It appeared that an pointless quantity of actual property was being afforded to the situation filter. This was resolved by reducing margins above and under the filter, together with eradicating the stylized blue graphic.

The occasions themselves now carried a extra outstanding place relative to the fold on cellular units. Moreover, the record itself was made to be extra simply learn, with a light-weight background and nondistracting textual content.

Urgency message:

The underperformance of the urgency message got here as a shock. It was believed that this factor would show to be beneficial, additional demonstrating the significance of testing with VWO.

One thing to think about is that not each occasion included an urgency message. In any case, not each enrolment interval was quickly to shut. Subsequently, it might be the case that some clients have been much less inspired to click on by way of and enroll in an individually related occasion in the event that they felt that that they had extra time to take action later.

They could have understood that their occasion of curiosity wasn’t selling urgency and was, subsequently, not a precedence. It additionally may need been the case that an urgency message was launched too early within the steps to occasion enrolment.

Let’s Speak

How did you discover this case research? There are extra testing theories to debate! Please reach out to altima° and VWO to debate. You possibly can additionally drop in a line within the Feedback part under.

Multivariate Testing CTA