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.
Check out more Conversion Voodoo content . . .
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- 3 Landing Page Teardowns for Inspiration
Contact us today to increase your Conversion Rate . . .
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3 thoughts on “Do different web browsers bring different demographics?”
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