Should you include or lose the extra step in your application form?

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Can You Guess Which Test Won?

With or without the added checklist step?

With added checklist step

nab-credit_card_application-without_checklist-version_a

Without checklist page

nab-credit_card_application-without_checklist-version_b

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Difference Between Versions:

Version A – Product page with green “apply” button that first took visitors to the “Checklist Page,” then led to the application form
Version B – Product page with checklist information presented below the fold; green “apply” button took visitors straight to the application form

Key Performance Indicator (KPI):

Total applications per visit, application form completions

Test Goal:

Increase credit card application submissions

Traffic Source:

Direct, paid, and affiliate traffic

Audience:

Prospective applicants interested in getting a credit card

Organization:

National Australia Bank (NAB): Australian financial services organization

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