Results: Which Numeric Format Worked Best?

Which Numeric Format Worked Best?

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Difference Between Versions:

Version A –Email opt-in offer stating 2 out of 3 individuals
Version B –Email opt-in offer stating 66% of individuals


Key Performance Indicator (KPI): 

Form submissions


Test Goal:

Increase enrollment in the health insurance plan

 

Traffic Source:

Existing email list

 

Audience: 

Email list of subscribers who had opted-in for email updates, and created an account, but hadn’t yet started an insurance application

 

Organization: 

Centers for Medicare and Medicaid Services - the federal health agency that administers Medicare and Medicaid in the US

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Test Run By and For

Centers for Medicare and Medicaid Services

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Google Tag Manager

WINNING VERSION

A

Poll Results - The Best Guesses:

Which Numeric Format Worked Best?

  • Version A
  • Version B
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Test Details & Background:

The Centers for Medicare and Medicaid Services, the federal health agency that administers Medicare and Medicaid in the US, ran this healthy study in-house.

The email team, within the Office of Communications, at the Centers for Medicare and Medicaid Services, wanted to know whether reporting information in “plain language,” using simple numbers would impact insurance applications.


Hypothesis:

They hypothesized using plain language — with smaller numbers – would be easier to understand. It would, therefore, be more compelling, leading to higher enrolment.

However, they acknowledged changing the presentation of the numbers might not have any affect. Or, could potentially diminish conversions.

So, decided it best to test.


 

Poll Results - The Best Guesses:

Which Numeric Format Worked Best?

  • Version A
  • Version B
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COMMENTS: Tell Us Your Thoughts.

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Wendy M
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Wendy Melemed

This is very interesting. I wonder if 2 out of 3 also sounds more impressive than 66%. 66% feels like just over half. 2 out of 3 feels more significant to me.

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