SME Q&B: Quote Page: Discount Messaging

Background

DL4B regularly run special offers on their product pages. The discounts are built into the price when the user lands on the Quote Page however this is not explained to the user. Polls have shown that many users abandon in frustration that they couldn’t see a discount had been applied or knew how to apply it.

 

Hypothesis

Adding messaging to the Quote Page to indicate to the user that a discount has been applied will reassure the user that they are getting a discount and increase the likelihood of them completing a purchase.

 

Design Changes

  • The original price has been added above the monthly and annual prices in red, strikethrough text.
  • The discount message has been added beneath the price per month / as a lump sum text.

Targeting

  • All ‘Your Quote’ pages in
    the SME Quote & Buy
    journey

Test Goal

  • Increase progression to Your Post Quote
  • Increase policy sales

Devices

  • Mobile
  • Tablet
  • Desktop

Audiences

  • All visitors

#1. Which one do you think is the winner?

View Result

Result

Congrats! You got it right.

 

Winner: Variation 1
Start: 25/10/21
End: 02/11/21
Duration: 9 days
Control Visitors: 1,174
V1 Visitors: 1,246

 

 

Highlights

  • Adding discount messaging to the Quote Page resulted in a 3.13% uplift in SME Payment with 46% significance.
  • Engagement with the monthly/annual payment CTAs increased 10.01% with 91% significance.

 

Conclusions

  • Users are more likely to start interacting with the quote page when the discount messaging is displayed.
  • Users are more likely to progress to the next two funnel steps on mobile.
  • No impact was seen on the remaining funnel steps, however, only a small sample of data was gathered before the test had to be paused due to the end of the 12 for 10 offer.

 

Next Steps

  • Early indications for this test show an increase in engagement and progression to the next funnel steps when the discount messaging appears. It is recommended to repeat the test with a future special offer.

Unfortunately, you didn’t get it right. Variation 1 was the winner.

 

Winner: Variation 1
Start: 25/10/21
End: 02/11/21
Duration: 9 days
Control Visitors: 1,174
V1 Visitors: 1,246

 

 

Highlights

  • Adding discount messaging to the Quote Page resulted in a 3.13% uplift in SME Payment with 46% significance.
  • Engagement with the monthly/annual payment CTAs increased 10.01% with 91% significance.

 

Conclusions

  • Users are more likely to start interacting with the quote page when the discount messaging is displayed.
  • Users are more likely to progress to the next two funnel steps on mobile.
  • No impact was seen on the remaining funnel steps, however, only a small sample of data was gathered before the test had to be paused due to the end of the 12 for 10 offer.

 

Next Steps

  • Early indications for this test show an increase in engagement and progression to the next funnel steps when the discount messaging appears. It is recommended to repeat the test with a future special offer.

 

Get a copy of the full report

You can download the full report in pdf format from the link down below.

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