A/B Testing and Experience Design

Urban Airship offers prospective customers a free starter version of its services so customers can experience the product first hand. This is enough to convert small and mid-sized clients, but enterprise prospects typically require more consultation. They’re more likely to convert after receiving a product demo. Urban Airship commissioned us to find opportunities to optimize the website experience for enterprise clients. Our audit revealed an opportunity to aim the main calls-to-action more directly at these enterprise prospects and promote the ‘Request a Demo’ option.

We designed and built a series of A/B tests to present an updated UI with additional CTA options. Upon selection of a persistent ‘Get Started’ button, the new modal prompt presented both the free starter and request-a-demo options. The change drove a 425% increase in demo requests, ultimately leading to more enterprise clients.


Demo Requests
insights design convert target