Experiments that improve offer pages in financial services

Three experiments that show how presenting options, surfacing prices, and using video can change which offer visitors choose and whether they choose at all. WHO: Digital, growth & CRO teams INDUSTRY: Business & Financial Services IMPACTED PAGES: Offer page, quote page Experiment 1: Repositioning tiers on the quote page Hypothesis: If we reposition or highlight a tier (for example, platinum tier) on the quote page, then more users will select Platinum cover because visual prominence and nudges increase consideration of premium options. Image source: Optimizely Results: +5.