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Can You Guess Which Test Won?

With or without the customer selector pop-up?

With self-selector pop-up

Without self-selector pop-up

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Difference Between Versions:

Version A – Take-over style pop-up with the self-selector as the main element
Version B – Radically different page layout with copy and image chunks to help users get started

Key Performance Indicator (KPI):

Engagement; measured as Clickthrough Rate (CTR) from the link clicked to the next page

Test Goal:

Increase the number of visitors going deeper into the site

Traffic Source:

Organic, direct, search, and referral

Audience:

Existing banking customers

Organization:

NatWest: UK-based banking institution

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