Mobills increases subscriptions by 15% with Firebase Remote Config
Introduction
In 2013, two tech students from Brazil founded Mobills, an easy-to-use personal finance app that helps users control their expenses. Mobills makes it easy to create budgets, record transactions, and track spending and balances on the go. With more than 8 million downloads, Mobills lets users manage over 1.5 million credit cards and tracks purchases from more than 300 million companies and counting.
Challenge
When the team at Mobills wanted to increase their subscription and registration conversion rates, they looked for ways to improve their app. They identified two areas of opportunity: a long, single-page registration form and a potentially unclear CTA.
To see if spreading out the registration form over multiple screens would increase conversions, they built a new version to test against the original. They also tested the original subscription CTA, "Assinar agora" ("Subscribe now"), against a new version, "Seja premium" ("Become premium").
Solution
Using Firebase A/B Testing and Remote Config, the Mobills team was able to roll out the experiment to a small set of users without republishing their app. Remote Config allowed them to update the CTA and UI variants dynamically, while A/B Testing gave them timely insights into the results.
The experiments were a success. The new, multi-step registration form led to a 2% higher conversion rate than the original, while the new CTA increased subscriptions by a whopping 15%.
After sharing the results with the rest of the company, Mobills now empowers each staff member to run their own A/B tests. Recently, they successfully used A/B testing to optimize their checkout UI. Using Firebase, Mobills says they can find solutions faster and keep improving their app's performance.
Results
15% increase in subscriptions
2% increase in registrations
"Firebase has empowered our entire team to be more creative, because now we have a way to confidently and safely test our big ideas. It makes testing so easy that anyone on the team can run their own experiments."
- Igor Ronner, Head of Product, Mobills