Mockup of website on laptop computer.

Case Study

Fidelity Life + Trinity
Lead Generation Increase

// 01 About

Fidelity Life
Industry: Life Insurance

Location: Chicago, IL

// 02 Project

Increase Lead Generation on Quote Forms

Fidelity Life was experiencing a measurable drop off in consumers advancing to request a life insurance quote after viewing their preliminary policy recommendations. Our challenge was to find an engaging CTA that resonated with users making it clearer and more intuitive for them to reach the “Hello There” and “Let’s Talk” lead generation forms.

// 03 Approach

Verbiage Change

Based on the success on a similar test, the Trinity team decided to test changing the page’s CTA verbiage to less committal language. The hypothesis was that by updating both the “Buy Now” and “Apply Now” button verbiage to “Continue” we would see an improvement in click rates across all devices.

Mockup of Control Presentation
CTA "Buy Now" (Control)
Mockup of Variation Presentation
CTA "Continue" (Variation)

// 04 Results

Large Increases in Progression Rate & Lead Generation

52 %
progression rate increase
30 %
lift in "Hello There" form submission
190 %
increase in "Let's Talk" submissions

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.


// 05 Platform Support


The VWO Experience Optimization Platform improves key business metrics by empowering you to easily discover insights, test ideas, and improve engagement – across the entire customer journey.
"Trinity came to us with an idea to lift conversions on our Product Listing Page. We thought we'd see an improvement with this font and color change; the actual lift far exceeded our expectations. We saw a 50% increase in Conversion Rate for shoppers who interacted with these pages!"
Bill O'Shea
Senior eCommerce Manager

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