Consious I havn't posted for a bit. Apologies for my tardiness, just busy with the day job : )
Dead quick summary of our first dedicated smartphone app MVT test using Maxymiser. We were introducing a 0330 phone number on the app for the first time. In the UK this meant that it was actually not too expensive to use your mobile phone to contact our call centre. We wanted to get the best possible call to action for the click to call button from the outset. So we engaged the testing team and we tested several competing button designs and discovered that a nice green button that closely mimicked the native call button of a smartphone produced the highest click/call volumes. This acheived a 16%+ uplift in fact over competing designs. The take away from this I guess is that familiarity drives positie behaviour.