€70K in Split Results: Desktop vs. Mobile

We tested replacing a static hero banner with a high-quality video on the homepage.

Overall CR: +0.15%. Looks flat, most teams would call it inconclusive and move on.

Split by device:

📱 Mobile: +2.52% CR · +2.41% ARPU

🖥 Desktop: -7.60% CR · -6.12% ARPU

Same test.

Same page.

Opposite results.

Shipping the blended number would have actively destroyed desktop revenue, for a brand where desktop drives a significant share of orders.

This happened across all 15 tests.

I'm sharing the exact device split data that changed how we make shipping decisions for every test we run.

Now you can see the full split for yourself.

Here's what's inside:

15 real tests from a top European DTC brand

Full CR, AOV and ARPU results for every test

Complete mobile vs desktop breakdown for each

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2. 2. Comment "SPLIT"

And I'll send it directly to you.