Winner
High confidence
Personalized Next Step
In this experiment, two app download buttons were tested against a single OS personalized one. In the control, both branded App Store and Google Play buttons were shown statically. Whereas in the variation a single download (stylized consistently with site wide button styles) button was shown depending on the user's operating system. Impact on application download was measured.
Hypothesis
If we detect the user's OS and show the appropriate action button, then application download will improve because removing the need to choose between platform options reduces post-conversion friction.
Why This Works
Key Learnings
Expected Lift Range
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