Should you use information icons or checkmarks to present your products?

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Can You Guess Which Test Won?

Which format won? With info bubbles or checkmarks?

With information icon tooltips

pipedrive-version_a-with_tooltips

With simple checkmarks

pipedrive-version_b-with_checkmarks-winner

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Difference Between Versions:

Version A – With hoverable information icon tooltips next to the product descriptions
Version B – Exact same page format but with checkmarks instead of information icons

Key Performance Indicator (KPI):

Free trial to paid purchase conversions

Test Goal:

Determine whether info bubbles or checkmarks were best for increasing free trial to paid conversions

Traffic Source:

All existing free trial users

Audience:

Platform users who were on a 14-day free trial and prompted to convert to a paid plan

Organization:

Pipedrive: cloud-based sales customer relationship management (CRM) software

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