Case Study: Tough Mudder achieves a 9% session value uplift with VWO

Optimizing for Mobile Users Gave Tough Mudder an Uplift in Session Value

Tough Mudder, a team-focused obstacle-course events company, faced low mobile enrollments because users struggled to discover relevant events on its mobile site. To tackle this, Tough Mudder partnered with VWO and digital agency altima°, leveraging VWO’s multivariate testing capabilities to diagnose and optimize the mobile event listing experience.

Altima° simplified the header, redesigned the event list to surface location and date, and added urgency messaging and social proof, then created seven combinations and ran multivariate tests using VWO. The VWO-driven experiment generated over 2,000 event sign-ups in four weeks; the winning variation delivered a 9% session value uplift, and with two further optimization rounds Tough Mudder achieved more than a 33% session value increase.

Tough Mudder