Version A – Loans page with micro copy under the Call To Action (CTA) taking a more personal approach. It stated, “You can save your form at any point if you wish to complete it later.”
Version B – Exact same page, but with sub-text instead taking a more practical approach. It stated, “The application process takes about 10 minutes.”
Key Performance Indicator (KPI):
In-session conversions - applications completed without save and retrieval
Test Goal:
Increase completed applications
Traffic Source:
Direct and search traffic
Audience:
UK-based audience, relatively even gender split, interested in banking loan
Organization:
The co-operative bank: UK-based financial institution
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