Reassurance banners on a car insurance form: up to +15% to quote page
Commentary byLiftArchiveOur analysis, not theirsShowing reassurance banners on the car insurance quote form lifted access to the quote page by 10.9% with one banner and about 15% with the other.
DirectAsia Insurance ran this test in 2024 using AB Tasty's EmotionsAI, and it was published as an AB Tasty customer story.
It targeted only visitors flagged as needing reassurance.
- Access to the quote page, variant 1: +10.9%.
- Access to the quote page, variant 2: about +15% (shown as +14.8% in the case study).
- Results apply to the 'Safety' segment only, not all visitors. Completed purchases were not shared.
The change
A reassurance banner was added to the quote form; its position is illustrative.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The car insurance quote form with no reassurance banner, shown to visitors that EmotionsAI placed in a 'Safety' segment.
Variant
Two variants, each adding a different banner meant to reassure these visitors and keep them moving through the form to the quote page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Insurance buyers want to feel sure they are making a safe choice. A reassurance message speaks to that worry at the moment of commitment.
- The car quote page had high drop-off and long buying journeys, so there was room to help hesitant visitors.
- Targeting only visitors who seemed to need reassurance kept the message relevant to the people seeing it.
Caveats: The test ran only on an AI-selected 'Safety' segment, so the lift may not carry over to all visitors. The banner wording, sample size and duration were not published.
Who ran it
DirectAsia Insurance ran this test and published the results (AB Tasty / Wingify case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on DirectAsia Insurance →
How to run this test on your site
- Hypothesis
- If we show a reassurance banner on our quote form to hesitant visitors, then more of them will reach the quote page because it eases their worry about making the wrong choice.
- Primary metric
- Share of form starters who reach the quote page
- Guardrails
- Quote-to-purchase rate
- Form completion time
- Results for visitors outside the target segment
- Who should test it
- Insurers and other lead-gen businesses with multi-step quote forms and high drop-off. Without a way to target hesitant visitors, test the banner on everyone, but expect a smaller or mixed effect.
Questions
Do reassurance messages help insurance quote forms?
They can. In this test, two reassurance banners lifted visits to the quote page by 10.9% and about 15% among visitors who needed reassurance.
Do I need AI segmentation to run this test?
No. You can test a reassurance banner on all visitors.
Targeting a hesitant segment may produce a bigger lift, as here.
What should a reassurance banner say?
DirectAsia didn't publish its wording. Common angles are claims support, price guarantees, security of personal data and customer ratings.
MarketingExperiments