Which approach works best? Personal or practical?

Can You Guess Which Test Won?

Puzzling Paradox: Does a Personal or Practical Approach Convert Best?

Personal approach: you can save your form. . .

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Practical approach: the application process takes about 10 minutes

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Difference Between Versions:

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.”