VWO
237 Case Studies
Case Study: YNAB achieves 85% increase in free-trial downloads with VWO
A VWO Case Study
YNAB Improved User Experience To Increase Conversions
YNAB (You Need A Budget) is a personal finance app that teaches a 4‑Rule budgeting method and offers a 7‑day free trial of its software. Facing low conversion from semi‑interested visitors on its product tour page, YNAB used VWO to run experiments aimed at increasing free‑trial downloads.
Using VWO, YNAB ran a simple A/B split URL test on the tour page; the winning variation displayed many more large screenshot thumbnails, handwriting‑style captions, and a prominent testimonial to strengthen the call to action. The VWO test produced an 85% increase in downloads (statistically significant at 97% confidence), a result YNAB implemented permanently.
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