How to diagnose a landing page that converts on desktop and dies on mobile
A fitness app's signup page converted at 6.2% overall. The team kept tweaking copy with no movement. The aggregate number was hiding two completely different pages.
The segmentation playbook:
— Pull conversion rate by device category for that one landing page
— Then split by new vs returning users within each device
— Layer in session source to see if one channel skews mobile
— Record three mobile sessions on the worst-performing segment
— Time how long the form takes to become tappable
Split out, desktop converted at 9.1% and mobile at 2.8%. The recordings showed the CTA sitting below a hero image that took four seconds to load on 4G.
They lazy-loaded the image and moved the button up. Mobile conversion went from 2.8% to 5.4%.
Lesson: an average is two stories pretending to be one. Always split by device before you touch the copy.
The Pixel Diary
@thepixeldiaries
How to diagnose a landing page that converts on desktop and dies on mobile
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