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Mobile Optimization

13 experiments testing mobile changes across Direct Energy and NRG brands. Win rate: 38%. 5 winners found.

6 findings6 validated1% avg success rateMedium ConfidenceMobile

Key Findings

Mobile Plan Page Zip Modal Relevance

WinnerMedium Confidence

Hypothesis: Please note, I have allotted extra time for QA to address the previous android bug.

Winner: Mobile Plan Page Zip Modal Relevance. Please note, I have allotted extra time for QA to address the previous android bug.

Expected Lift
6.5% – 12.2%
Success Rate
1%
Type
winning pattern
Key Learnings

Hypothesis: Please note, I have allotted extra time for QA to address the previous android bug.

Plain-language summary: This mobile test showed a +9.35% improvement. Projected annual revenue impact: $209,259. The winning approach should be implemented as the new default.
brand:Direct Energyteam:Canadaorg:NRGtype:quantitativedevice:Mobilefactor:Relevancefocus:Copyevidence:Heuristic/Best Practiceevidence:Web Analyticslever:Motivationlever:Value Statementlever:Value Proposition

Mobile Plan Page Zip Modal Simplification

WinnerHigh Confidence

Hypothesis: Removing the additional text in the mobile zip modal to avoid any confusion among users on next step actions and what the zip entry l is going to do.

Winner: Mobile Plan Page Zip Modal Simplification. Removing the additional text in the mobile zip modal to avoid any confusion among users on next step actions and what the zip entry l is going to do.

Expected Lift
12.5% – 23.2%
Success Rate
1%
Type
winning pattern
Key Learnings

Hypothesis: Removing the additional text in the mobile zip modal to avoid any confusion among users on next step actions and what the zip entry l is going to do.

Plain-language summary: This mobile test showed a +17.86% improvement. Projected annual revenue impact: $237,793. The winning approach should be implemented as the new default.
brand:Direct Energyteam:Canadaorg:NRGtype:quantitativedevice:Mobilefactor:Clarityfocus:Copyundefined:undefinedevidence:Test Archivelever:Usabilitylever:Attentionlever:Distraction

Mobile Super Nav Clarity

WinnerHigh Confidence

Hypothesis: MB UI/UX vs APP UI/UX: concatenate the super nav and quick-links into one dropdown option from the top Evidence: Chris & Marc hunch. UX / IU Best practices not followed Recent heuristics of competitors (compared against Ethan's screenshot shares) Testing against Luke Wroblewski's findings in 2016 about ergonomically design for mobile users: [https://twitter.com/lukew/status/1037764218122948608?lang=en|https://twitter.com/lukew/status/1037764218122948608?lang=en] Address: 30 mott ln zipcode: 77080

Winner: Mobile Super Nav Clarity. MB UI/UX vs APP UI/UX: concatenate the super nav and quick-links into one dropdown option from the top Evidence: Chris & Marc hunch. UX / IU Best practices not followed Recent heuristics of competitors (compared against Ethan's screenshot shares) Testing against Luke Wroblewski's findings in 2016 about ergonomically design for mobile users: [https://twitter.com/lukew/status/1037764218122948608?lang=en|https://twitter.com/lukew/status/1037764218122948608?lang=en] Address: 30 mott ln zipcode: 77080

Expected Lift
8.5% – 15.8%
Success Rate
1%
Type
winning pattern
Key Learnings

Hypothesis: MB UI/UX vs APP UI/UX: concatenate the super nav and quick-links into one dropdown option from the top Evidence: Chris & Marc hunch. UX / IU Best practices not followed Recent heuristics of competitors (compared against Ethan's screenshot shares) Testing against Luke Wroblewski's findings in 2016 about ergonomically design for mobile users: [https://twitter.com/lukew/status/1037764218122948608?lang=en|https://twitter.com/lukew/status/1037764218122948608?lang=en] Address: 30 mott ln zipcode: 77080 Next steps: Hardcoded/Implemented, Lead to Hypothesis/Idea

Plain-language summary: This mobile test showed a +12.19% improvement. Projected annual revenue impact: $274,687. The winning approach should be implemented as the new default.
brand:Direct Energyteam:Canadaorg:NRGtype:quantitativedevice:Mobilenext-step:Hardcoded/Implementednext-step:Lead to Hypothesis/Ideafactor:Clarityfactor:Relevancefocus:Stylingcomponent:Navigationfocus:Information Architecturelever:Usabilitylever:Choicelever:Structureevidence:User/Market Researchevidence:Heuristic/Best Practiceevidence:Psychologypsychology:Scent Trail

Mobile Checkout

WinnerMedium Confidence

Winner: Mobile Checkout.

Expected Lift
4% – 7.4%
Success Rate
1%
Type
winning pattern
Plain-language summary: This mobile test showed a +5.67% improvement. Projected annual revenue impact: $672,049. The winning approach should be implemented as the new default.
brand:Direct Energyteam:Canadaorg:NRGtype:quantitativefactor:Clarityfactor:Relevancepsychology:Completionevidence:Test Archiveevidence:Web Analyticsaction:Add

Mobile Sitewide

WinnerMedium Confidence

Winner: Mobile Sitewide.

Expected Lift
6.7% – 12.5%
Success Rate
1%
Type
winning pattern
Plain-language summary: This mobile test showed a +9.59% improvement. Projected annual revenue impact: $232,373. The winning approach should be implemented as the new default.
brand:Direct Energyteam:Canadaorg:NRGtype:quantitativedevice:Mobilefactor:Clarityfactor:Relevancefactor:Distractioncomponent:Navigationfocus:Information Architectureundefined:undefinedevidence:Heuristic/Best Practiceevidence:Web Analyticslever:Usabilitylever:Attentionlever:Distraction

Mobile & Tablet Grid Builder Experience

LoserHigh Confidence

Loser: Mobile & Tablet Grid Builder Experience.

Expected Lift
-9.5% – -17.6%
Success Rate
0%
Type
losing pattern
Key Learnings

Next steps: Lead to Hypothesis/Idea

Plain-language summary: This mobile test showed a -13.51% impact. The control outperformed the variant, indicating this approach should be avoided. The insight protects against potential revenue loss.
brand:Direct Energyteam:Canadaorg:NRGtype:quantitativedevice:Mobiledevice:Tabletnext-step:Lead to Hypothesis/Ideafocus:Layoutcomponent:CTAcomponent:Formcomponent:Headlinefocus:Copyfocus:Information Architectureevidence:Test Archiveevidence:Business Contextlever:Comprehensionlever:Product Understanding

Frequently Asked Questions

What is the "Mobile Optimization" insight cluster?

This cluster aggregates 6 research findings, test results, and optimization principles related to mobile optimization. Each entry includes expected lift ranges, confidence levels, and source attribution so you can evaluate applicability to your own tests.

How reliable are the expected lift ranges in this cluster?

Lift ranges represent aggregated outcomes from multiple experiments and research sources. They are directional estimates, not guarantees. Your actual results will vary based on traffic volume, audience, current baseline, and implementation quality. Always validate with your own A/B test.

How do these findings apply to Mobile optimization?

These findings are specifically relevant to mobile optimization. Use the expected lift ranges to prioritize your testing roadmap and the key learnings to inform your hypothesis development.

Where does the data in this cluster come from?

Data is sourced from published UX research, aggregated experiment data across multiple organizations, industry studies, and validated internal findings. Each entry includes its source type so you can assess credibility. Entries marked as validated have supporting statistical evidence.

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