Financial Services A/B Tests: Real Results (~32 entries)
33 A/B tests with real results, shared by the practitioners who ran them.A
→B
+5% conversions
Homepage slider replaced with value headline
HomepageMeddelandelån Sverige
A
→B
about +12% 'Apply Now' clicks
New personal loan apply layout
Landing pageMoneySmart
A
→B
+7% applications
Loan form hidden behind an 'Apply' button
Landing pageNorthmill
A
→B
test-drive bookings doubled
Countdown banner for a 0% loan offer
Site-wideRosapark
A
→B
+15.5% applications
Inline 'More details' box on a card application
Lead formTinkoff Bank
A
→B
+12.8% submissions
Progress bar on a credit card application
Lead formTinkoff Bank
A
→B
+35.8% applications
'Don't remember passport details?' option
Lead formTinkoff Bank
A
→B
+138% conversion rate
New search landing page plus PPC overhaul
Landing page
KlientBoost
KlientBoostA
→B
+77% conversion rate
Heatmap-led landing pages plus new PPC
Landing pageKlientBoost
KlientBoostA
→B
+276% conversion rate
Lower-friction landing pages plus PPC rebuild
Landing pageKlientBoost
KlientBoostA
→B
+9.18% conversion rate
Keyword-matched PPC landing pages
Landing pageKlientBoost
KlientBoostA
→B
+174% conversion rate
First landing page test for a credit union
Landing pageKlientBoost
KlientBoostA
→B
unbeaten for 3 years
Fisher Investments landing page redesign
Landing pageKlientBoost
KlientBoostA
→B
+31% conv. rate
Landing page optimization for a business loan site
Landing pageKlientBoost
KlientBoostA
→B
+35% leads
Multi-step landing pages for a real estate investing app
Landing pageKlientBoost
KlientBoostA
→B
+69% conversions
Landing page split tests for a mortgage platform
Landing pageKlientBoost
KlientBoostA
→B
+183% conversions
Custom PPC landing pages for a mortgage broker
Landing pageKlientBoost
KlientBoostA
→B
+29% conversions
PPC landing page tests for a real estate platform
Landing pageKlientBoost
KlientBoostA
→B
+43% funded accounts
'Open an Account' instead of 'Learn More'
Other
MarketingExperiments
MarketingExperimentsA
→B
+5.5% submissions, -23.6% CAC
Phone-only popup form for loan leads
Lead formMercantil Bank
A
→B
+154% conversion rate
One-page inquiry form split into seven steps
Lead formHomEquity Bank
A
→B
+53% conversions
Seven-step inquiry form cut to four steps
Lead formHomEquity Bank
A
→B
+35% conversions
Progress tracker added to a multi-step inquiry form
Lead formHomEquity Bank
A
→B
+20% conversions
Celebrity spokesperson added to an inquiry form
Lead formHomEquity Bank
A
→B
+20% conversion rate
Form tracker that explains next steps
Lead formHomEquity Bank
A
→B
conversion rate up
Retiree association CEO featured on landing page
Landing pageHomEquity Bank
A
→B
+30% vs best ads
Longer Facebook videos with big text for seniors
AdHomEquity Bank
A
→B
11% to 46% conversion
Multi-step 'tool-like' lead form
Lead form
Venture Harbour
Venture HarbourA
→B
35% fewer clicks, more applications
Clearer credit card banner
AdMarketingExperiments
MarketingExperimentsA
→B
+24% card applications
Sticky apply banner with '300+ offers' copy
Landing pageHype
A
→B
+9% completions
Loan form page 1 with USPs, awards and time estimate
Lead formIMB Bank
A
→B
+52% loan applications saved
Exit popup offering save or continue
Lead formIMB Bank
A
→B
0.24% to 0.27%, not significant
Rebuilt subscription offer page
Pricing pageMarketingExperiments
MarketingExperiments