Test #5: “Re-designed credit card offer”

Goal:

Provide a redesigned offer (use bolding, action words, value prop, and layout with more space around numbers that are relevant to the offer) that simplifies the benefits of a credit card offer and increases the number of click-thrus to the sign-up page.

Key Performance Indicator (KPI):

Click-thrus

Traffic Source / Segment:

Desktop traffic only

Summary of difference(s) between variations:

Figure 1: Variation A – Original  (48% of traffic)
Figure 2 – Variation B (Test) (47% of traffic)
*** WINNER ***

 

Sample Size & Test length:

Approx. 405,092 visitors were randomly shown either variation over the same 27-day period in 2016.

Hypothesis:

By simplifying the copy and layout of the credit card offer and statement credit, it will be easier for customers to understand the offer and find the value in it — which in turn will help increase the click-thrus to sign up for the card.

Results:

The test variation B increased conversions by +17.56% with 100% significance.

Actionable Takeaways:

While we could not point to a single change as having specific impact, the holistic changes were effective.  Users do not like to have to think and do math – make it easy on them to understand the offer and you will get better responses!

see other tests