Native App Optimization Platform Leaves A View From My Seat Sitting Pretty
Here are examples of tests A View From My Seat has run since going live with Artisan's platform, along with the results:
- Which tab should users land on when they first come to the app? Like many iPhone apps, A View From My Seat's app has multiple tabs — search for venues, browse through sports, share photos, personal information, GPS ("what's around you" tab). After testing, the company learned that starting users on the share tab resulted in the most users uploading photos (share tab: 17.6 percent conversion rate; original browse tab: 14.8 percent conversion rate; around you tab: 13.7 percent).
- Will adding a tip to the search box cause more users to search on the app? A View From My Seat ran a simple A/B test: adding a line of text under its search box informing users that they could search by city, state, venue or team name vs. displaying the search box without the tip. The version that included the tip saw a 25 percent increase in usage of the search box.
- Would placing a small testimonial on its registration page encourage more users to sign up? A View From My Seat put the graphic ad "as seen on ESPN" on its sign-up page to see if the graphical reinforcement would drive more sign-ups compared to a "simple" text-only version. The results surprised Panko. The version with the ESPN call-out drove less sign-ups than the text-only version. We learned that graphics weren't reinforcement but rather a distraction, Panko notes.
These are examples of just some of the tests Panko has run in an effort to optimize the user experience on A View From My Seat's native app, which is particularly critical in this marketing channel, according to Artisan's CEO Bob Moul.
"What we're finding is the forgiveness margin in a mobile app is way smaller than what it is with a website," Moul says. "You can have a crappy website and people will come back and revisit it to do what they need to do. If you have a crappy mobile experience, you're not going to reuse that app; you're going to move on to other apps."