# Reassurance banners on a car insurance form: up to +15% to quote page

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Reassurance banner, Personalization
- Date shared: 2024
- Test run by: [DirectAsia Insurance](https://liftarchive.com/practitioners/directasia-insurance/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://static.wingify.com/gcp/uploads/abtasty/2024/06/DirectAsia-EmotionsAI-2024.pdf
- Page: https://liftarchive.com/test/directasia-reassurance-banners-car-quote/

Showing 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.

## Result

**up to +15% to quote page**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Quote-to-purchase rate
- Guardrail: Form completion time
- Guardrail: 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.

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Credit: DirectAsia Insurance ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/directasia-reassurance-banners-car-quote/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.