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Can You Guess Which Test Won?

Which numeric format worked best?

2 out of 3 individuals
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66% of individuals
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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


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


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

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