Credit Card Hub: Comparison Table
Background
Due to the length of the credit card comparison table, only 65% of users are exposed to the “learn more” CTAs at the bottom of the table, which link through to the product page for each card. On the overview page itself, almost 30% of visitors do not scroll down to view the available cards, and a further 10% drop off between the first and second product.
We believe there’s an opportunity to combine the overview and comparison pages to reduce effort for users, and allow more comparison behaviour within the overview page.
Hypothesis
By combining the overview and comparison pages, we will encourage comparison behaviour and we expect this to result in an uplift in product visits and app starts for credit cards.Design Changes
- Comparison table content is added below the 4 available credit cards. Title of this section is “Compare credit cards”.
- A new CTA is added at the top of the page titled “Compare cards”. On click, this anchors users to the compare section on the current overview page.
- For both desktop and mobile the “Add to compare” tick box within each of the card sections is removed.
- Within the compare section, each of the 4 card columns includes a “More details and apply” CTA.
- For desktop, all 4 cards within the table are visible on page load.
- For mobile, the first 2 card columns are visible on page load, and user can swipe left to right to exposure the other 2 accounts.
Targeting
- Credit Cards overview page
Test Goal
- Increase App Start for Credit Cards
- Increase App Completes for Credit Cards
- Reduce Exit Rate for the Credit Cards Overview page.
Devices
- Mobile
- Desktop
Audiences
- All visitors (Excluding internal TSB IPs)
#1. Which one do you think is the winner?
Results
Unfortunately, the test result was inconclusive.
Winner: Inconclusive
Start: 18/01/22
End: 14/02/22
Duration: 28 days
Control Visitors: 14,839
V1 Visitors: 15,038
Highlights
- The primary metric of App Start rate for credit cards remained flat during this experiment, with 18.7% of customers starting an application in the variation, compared to 18.6% in the control experience ( 0.35%).
- There is therefore no evidence that the addition of the comparison table on the overview page influences propensity for users to start an application for a credit card. There was also no impact on app submit rate for visitors in the variation vs. the control experience, suggesting that increased exposure to comparison table content does not influence visitors to complete and submit their application.
- However, we did observe a statistically significant 3.55% uplift in the proportion of visitors that click through to one of the credit card product pages vs. the control experience. We believe this is directly linked to the introduction of the comparison table on the overview page. This uplift suggests that viewing the comparison table encourages more visitors to explore one of the credit card products on offer, even if it does not directly lead to a higher rate of app starts.
Recommendations
There is clear evidence that presenting users with the comparison table functionality directly on the Credit Card overview page, and therefore removing a required click to explore this content, significantly increases the likelihood for users to navigate to one of the credit card product pages ( 3.55%). However, this improvement in navigation behaviour has not impacted propensity for users to continue and an application for a card.
The upcoming redesign for the Credit Cards overview page (with eligibility check) includes the comparison functionality directly on the overview page, so the results of this experiment confirm that this is the optimal implementation for this functionality even if it does not directly impact app start rate. Once the redesigned overview page launches, we recommend analysing usage of the comparison functionality and optimising it further to increase click through rate to credit card product pages.
Unfortunately, the test result was inconclusive.
Winner: Inconclusive
Start: 18/01/22
End: 14/02/22
Duration: 28 days
Control Visitors: 14,839
V1 Visitors: 15,038
Highlights
- The primary metric of App Start rate for credit cards remained flat during this experiment, with 18.7% of customers starting an application in the variation, compared to 18.6% in the control experience ( 0.35%).
- There is therefore no evidence that the addition of the comparison table on the overview page influences propensity for users to start an application for a credit card. There was also no impact on app submit rate for visitors in the variation vs. the control experience, suggesting that increased exposure to comparison table content does not influence visitors to complete and submit their application.
- However, we did observe a statistically significant 3.55% uplift in the proportion of visitors that click through to one of the credit card product pages vs. the control experience. We believe this is directly linked to the introduction of the comparison table on the overview page. This uplift suggests that viewing the comparison table encourages more visitors to explore one of the credit card products on offer, even if it does not directly lead to a higher rate of app starts.
Recommendations
There is clear evidence that presenting users with the comparison table functionality directly on the Credit Card overview page, and therefore removing a required click to explore this content, significantly increases the likelihood for users to navigate to one of the credit card product pages ( 3.55%). However, this improvement in navigation behaviour has not impacted propensity for users to continue and an application for a card.
The upcoming redesign for the Credit Cards overview page (with eligibility check) includes the comparison functionality directly on the overview page, so the results of this experiment confirm that this is the optimal implementation for this functionality even if it does not directly impact app start rate. Once the redesigned overview page launches, we recommend analysing usage of the comparison functionality and optimising it further to increase click through rate to credit card product pages.
Get a copy of the full report
You can download the full report in pdf format from the link down below.
