Results: With or Without the Interactive Element?

With or Without the Interactive Element?

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Difference Between Versions:

Version A – Static page using bunches of bananas to depict the impact of investing early in the tax year
Version B – Interactive version, enabling users to click to see bananas populate the screen


Key Performance Indicator (KPI): 

Transactions (new money invested)


Test Goal:

Increase engagement and understanding of investing early in the tax year

 

Traffic Source: 

Direct, search, organic, social, and existing email list, primarily composed of UK-based retail investors

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Fidelity International

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WINNING VERSION

B

Poll Results - The Best Guesses:

With or Without the Interactive Element?

  • Version B
  • Version A
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Background & Test Details:

Fidelity International, the worldwide investment management firm, conducted this brilliant bananas study in-house, on their site.

Looking to increase awareness of the tax-free investment instrument, known as an ISA, Fidelity’s content team considered creative ways to make the subject matter more engaging.

The original ISA page already took a light-hearted, humorous approach to the otherwise serious subject of tax investments.

It featured a cute baby orangutan and images with big bunches of bananas that showed the returns investors could expect over a 10-year period. The page looked like this:

 

Poll Results - The Best Guesses:

With or Without the Interactive Element?

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

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Mike A
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Mike A

The result may not have been related to the interactivity. The interactive version ‘B’ also has a very simple table showing the benefits of earlier investing. Unlike version ‘A’, the figures are NOT overlaid on pictures of bananas! The comparative figures are closer together (so easier to compare), and there is just one dollar figure to show the amount each invested, instead of three numbers. It may be that the simpler table was more easily understandable, with no visual distractions, and interactivity possibly had no impact.

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