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Movavi is a multimedia software company that specialises in developing and marketing a wide range of software tools for video and photo editing, screen recording, and media file conversion. Some of Movavi’s products are offered on a subscription basis, while for other products employs a freemium model for some of its products, offering basic versions of the software for free while charging for advanced features or capabilities.
Since Movavi's primary product lineup consists mostly of desktop applications, while many users access the site from mobile devices, the company's main challenge was figuring out how to effectively market desktop products to mobile users and tailor the user experience to suit their needs.
The CTA Digital team conducted a UX review of Movavi’s mobile website, following the main user journey funnel, and provided a list of 37 recommendations for testing along with prioritisation framework. These recommendations focused primarily on the first impression, ensuring that mobile users could easily get an overview of the wide range of products from the homepage. Significant attention was given to mobile-specific CTAs and improving mobile-specific navigation throughout the website.
- Test exposing navigation options including main products on mobile homepage instead of hiding them behind the hamburger button.
- Shorten the homepage and make it focused on connecting the dots across all products and building trust.
- Add Youtube reviews / user reviews to the homepage.
- Test Mobile-specific CTA versions, more descriptive or less pushy CTAs.
- Test adding alternative CTAs to facilitate cross-device conversions.
- Implement mobile comparison tables on the website and embed it to the homepage.
- Simplify the top navigation by removing search icon and duplicative menu icon.
- Optimize the side navigation slider.
- Test different placement of the main CTA - at the bottom of the screen.
- Update H1 style for better usability and SEO ranking.
Homepage:
Added main products to the homepage, added influencer reviews, implemented more descriptive and less pushy CTAs
Navigation:
Removed duplicate menu icon, removed the search icon, changed the hierarchy in the side navigation slider, added visuals
Product detail page:
Shortened the page, implemented alternative and more descriptive CTA for cross-device conversion
Learning portal page:
Implemented breadcrumbs, added tool illustrations above the fold, adjusted CTA text labels, updated H1 headlines
The Movavi team tested the recommendations over a four-month period following the Mobile UX workshop, continuously sharing testing results. The CTA Digital team provided feedback on mockups, test interpretations, and additional ideas for testing. As a result, successful tests were implemented on the website, leading to a 10% increase in mobile conversion rate (mCvR) on the homepage, a 9 percentage point (pp) mCvR increase on Product Detail pages, and improvements across website navigation and the learning portal pages. These changes contributed to a significant overall increase in the website's mobile conversion rate and provided valuable insights into the role of the mobile website within the broader marketing strategy.
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