Do different web browsers bring different demographics?

There’s an interesting story (via HN) about Capital One segmenting visitors – users were shown different loan rates based on which web browser they used.

Are there really differences in user demographics between browsers?

Sure enough, a ComScore study suggests that FireFox users, while more affluent, also tend to skew considerably younger than your average Internet Explorer user:

Pair that data with the fact that younger people have lower credit scores, and the lower your credit score, the higher your APR.

By showing a prospect a loan rate near to what they will qualify for, Capital One is going to close more business, and not waste resources on non-qualified leads.

While I’m completely guessing about the logic behind the test, you can see how quickly you can build compelling groups to segment, and why you need to include segmenting in your conversion rate optimization plans.

Last week we illustrated how (and why) segmenting by sex is crucial to maximizing conversion rate, and go ahead and add browsers to the list as well.

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3 thoughts on “Do different web browsers bring different demographics?

  1. Name (required) says:

    So….your company basically wants to see converting websites of super affiliates…hmmm….so you basically want to steal affiliates’ campaigns?

    1. We like working with super-affiliates because they bring scale.

      With scale we can drive incredible results and use techniques like segmenting, multivariate testing, etc. that respond to high-volume traffic more effeciently.

      Then through our network of contacts we can typically add 2 – 3x as much volume from affiliates that love running Conversion Voodoo optimized pages.

      But it’s a fair question given the wild-west style of the affiliate market place.

      If you’re interested in learning more fill out our contact form and we’ll happily provide references from a few of the biggest names in the space that all we’ve done is help them grow their businesses and make money hand over fist.

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