The variation won this one by a landslide. Not only was there a 53.8% progression rate improvement, but the variation also saw a 31.17% lift in subsequent “Hello There” form submissions and a 200% lift in “Let’s Talk” form submissions. The design team concluded that by changing the “Buy Now/Apply Now” CTA verbiage to “Continue,” users were more inclined to click into the plan they liked and from there fill out the form. Fidelity Life is now moving more leads through their funnel at a higher rate than before and seeing a lower abandonment rate.