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Can You Guess Which Test Won?

With or without the customer reviews?

With customers reviews in bottom blue bar
ing_version_a-with_testimonials-smClick here to enlarge
Without customer reviews in bottom blue bar; help support instead
ing_version_b-with_help_number-smClick here to enlarge

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Difference Between Versions:

Version ACall To Action (CTA) box featuring customer star ratings
Version BSimilar CTA box but instead featuring a phone icon and help number instead of star ratings

Key Performance Indicator (KPI):

Clicks on “Open now” Call To Action (CTA) button, completed applications

Test Goal:

Determine which format would increase banking applications

Traffic Source:

Direct, organic search, referrals, and paid campaigns


New and existing banking customers interested in opening an account


ING: banking and financial institution

This week’s Featured Test is brought to you by:

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