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“A/B testing is a very good practice to adopt. As a product or tech person, when you’re so heavily involved with a feature, there are biases that tend to cloud your decisions. You might assume you know what the user wants, and without evidence, you won’t be able to make data informed decisions that are user validated.”

The beauty of experimentation is that small, seemingly meaningless, changes can have such a large impact on a business. A/B testing with Taplytics makes it easier than ever to make these small, yet mighty, changes.

LOW EFFORT, HIGH IMPACT

LESSONS LEARNED1. You’ll often be surprised with how users behave and what they respond to.2. Even the smallest test can have a large impact on business metrics.3. Onboarding plays an important role in shaping user behaviour.

“Implementing an optimized onboarding flow was a low cost, low tech investment. It wasn’t difficult, but the impact was extremely high.”

A/B TESTING

Variation B became the standard for TodayTix’s onboarding. Since the experiment was only conducted on iOS devices, the winning variation was carried over and implemented in the Android app.

FOR FIRST TIME USERS IN VARIATION BRegistrations were increased by 59.7%Purchases were increased by 9.1%

To the team’s surprise, Variation B performed the highest in converting new users to register and buy tickets. It turns out that users were actually taking the effort to read all of the information, and then make purchases accordingly.

THE OUTCOME

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We find you the best prices and the best seats available for all performances. Period.

VARIATION B

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VARIATION A

“We were under the assumption that our customers don’t want to read, and instead speed through onboarding with muscle memory, because they just want to get in there and buy their ticket.”

THE GOAL1. Educate users.2. Increase the purchase rate.3. Increase the sign up rate.

VARIATIONSThe team designed two variations of the onboarding flow, because they assumed that a longer version would prevent users from going through the entire flow and actually purchasing a ticket.

THE HYPOTHESISAn onboarding flow would increase the purchase rate for new users.

To gauge the impact of an onboarding flow, TodayTix created two variations to test on their iOS app using Taplytics.

THE EXPERIMENT

“As sophisticated users, Product Managers tend to forget that a feature might not be as intuitive to an average app user. The educational piece of onboarding is important to help them understand all of the ways they can use the app. That doesn't just help the user, but the business. It means more engagement, and more people making purchases and entering new flows.”

Onboarding is an important part of every app’s experience. It’s not only the first chance at a great first impression, but an opportunity to show users features that will help them be as successful as possible.

“We noticed a lot of new customers would come into the app and not make any purchases in their first couple sessions after downloading. We felt there was a need for users to be familiarized with our features before they started using the app, to get people more engaged with the features.”

Features like Rush and Lottery, which give users the opportunity to purchase low price tickets, often go unnoticed by new users. This is because there is no information about the features when the user first downloads the app.

THE CHALLENGE

The mobile app is imperative to TodayTix’s success, unlocking a new generation in theatregoers by making purchase of last minute and discounted tickets extremely easy on-the-go. Additionally, the app allows users to enter ticket lotteries, buy Rush tickets, set show alerts, and more.

THE APP

BACKGROUNDTodayTix gives theatregoers access to the best discounted tickets for performances in some of the world’s most iconic theatre markets.

HEADQUARTERSNew York City, NY, United States

FOUNDEDMarch 2013

PRODUCTS USEDMobile A/B TestingWeb A/B Testing

Pragya SabooTodayTix

Product Manager

FEATURING

TodayTix Success StoryWhen international ticketing platform, TodayTix, wanted to introduce an onboarding flow to increase new user purchase rates, they looked to Taplytics A/B Testing.

Increase in purchases9.1%

Increase in registrations59.7%

THE RESULTS