Probably the holy grail of any web optimisation exercise is to be serving the most optimised page content at the most effective time possible. For us in banking this opportunity presents itself once a year in the form of the ISA Season*.
We were keen to improve the conversion of ISA landing pages in preparation for this busy sales time for the bank. This test was for an ISA savings product page and we were looking to test header copy, images and body copy combinations in order to improve conversion. The winning design would be implemented in time for the peak volumes during this period.
The Hypothesis for this test is as follows:
By Multivariate testing combinations of header copy, images and body copy on the ISA product page we expected to see a 10% improvement in number of visitors starting an application for a product and improve out visitor to submitted application ratio by 5%.
This test was run twice (Between 13/03/2009-06/04/2009 (Pre Tax Year) and between 06/01/2009-13/01/2009 (Post tax year)). We were forced to conclude the second test early due to the product being withdrawn but in both instances the winning design was the ‘Right hand side tabbed content’ although we did have alternative images winning in each test. In the final test we saw the lead design resulting in a 16.14% increase in conversion (17.13% in the first test) over the default design with a statistical significance level of 98.65%.
* End of the old tax year and the start of the new one and something many in the financial services industry call "ISA Season"
