Experiments that improve homepages in financial services

Three experiments that show how navigation, design, and copy each play a role in getting visitors to take the next step. WHO: Digital, growth & CRO teams INDUSTRY: Business & Financial Services IMPACTED PAGES: Homepage Experiment 1: Adding a fixed navigation Hypothesis: If we add a fixed navigation, we will increase user engagement for that element as well as clicks into the AI Assistant CTA, because the navigation will be visible as users scroll up and down the page on desktop, resulting in increased click-throughs and overall better engagement.