Should you include or leave off icons on mobile websites?

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Can You Guess Which Test Won?

With or without the icons?

With icons

vodafone-version_a-sm

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Without icons

vodafone-version_b-sm

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Difference Between Versions:

Version A – With icons, instructing users on next steps to take
Version B – Without icons. No instruction on next steps to take8

Key Performance Indicator (KPI):

Orders

Test Goal:

Get more customers to complete the Cart page and order a phone

Traffic Source:

All traffic

Audience:

Mobile visitors interested in purchasing phone plans

Organization:

Vodafone: Mobile telecom provider and operator

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