Device-Aware A/B Testing
Test different variants on each device type to find winning experiences.
When to Use Device-Aware A/B Testing
What wins on desktop often fails on mobile-and vice versa. Device-aware A/B testing lets you run separate experiments per device type, finding the optimal experience for each audience segment.
- ✓ Your A/B tests show inconsistent results across devices
- ✓ Desktop winners don't translate to mobile gains
- ✓ You want to optimize each device independently
- ✓ You need device-specific statistical significance
How ConversionWax Implements Device-Aware Testing
📡 Signals Used
Viewport dimensions to segment traffic into mobile, tablet, and desktop buckets before test assignment.
🎨 Test Structure
Run completely different tests per device, or run the same test with device-segmented results. You choose.
📈 Results Analysis
See conversion rates, CTR, and statistical significance broken out by device. No more muddy aggregate results.
Device-Aware Testing Use Cases
Mobile-Only CTA Tests
Before: Testing "Buy Now" vs "Add to Cart" across all traffic.
After: Mobile-specific test of "Buy Now" vs "Tap to Buy" while desktop runs a separate test.
Image Format Testing
Before: One image test diluted across all devices.
After: Test portrait vs. landscape images specifically on mobile; test different hero images on desktop.
Layout Experiments
Before: Single-column vs. multi-column test with confusing mixed results.
After: Desktop-only layout test while mobile maintains optimized single-column.
Form vs. Click-to-Call
Before: Can't test fundamentally different conversion paths.
After: Mobile tests phone vs. form; desktop tests form variations.
Headline Length Testing
Before: Short vs. long headline test averaged across devices.
After: Test ultra-short headlines on mobile; test detailed headlines on desktop.
Pricing Display Tests
Before: Monthly vs. annual pricing shown to everyone equally.
After: Mobile tests simple pricing; desktop tests comparison tables.
Frequently Asked Questions
How is this different from segmenting results after the fact?
Device-aware testing assigns variants based on device upfront, ensuring proper randomization within each segment. Post-hoc segmentation breaks randomization.
Do I need more traffic for device-specific tests?
Yes-each device segment needs sufficient traffic for statistical significance. ConversionWax shows confidence levels per segment.
Can I run different tests on different devices simultaneously?
Yes. Mobile might test headlines while desktop tests CTAs. Completely independent experiments.
How do I know when a device-specific test reaches significance?
ConversionWax calculates statistical significance per device segment. You'll see clear indicators when results are reliable.
Can I combine device tests with campaign targeting?
Yes. Test different variants for "mobile + Facebook traffic" vs. "desktop + Google traffic" if you have sufficient volume.
What happens when a test wins on one device but loses on another?
That's the point! Deploy the winner for each device separately. Mobile gets variant A; desktop gets variant B.