Fidelity Life + Trinity
Lead Generation Increase
// 01 About
Industry: Life Insurance
Location: Chicago, IL
// 02 Project
Increase Lead Generation on Quote Forms
// 03 Approach
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 rate across all devices.
// 04 Results
Large Increases in Progression Rate & Lead Generation
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 for 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
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