Whichever way you look at it, this experiment was a great success.
Aggregated across all devices, it showed a significant lift in visitors to both channels, far in excess of the original experiment.
The most significant lift was for tablet visitors where an amazing 104% aggregated conversion lift was recorded, but all devices showed substantial improvement delivering sizeable projected increases in enquiries each quarter.
Interestingly to those visitors that entered the experiment, the balance between Matchflow and the directory was almost identical.
Directory confirmations were expected to increase but rather than seeing a decline in Matchflow conversions, they too increased.