Sticky apply banner with '300+ offers' copy: +24% card applications
Commentary byLiftArchiveOur analysis, not theirsA sticky banner that let visitors start a Bonus Card application with just their ID and phone number, plus copy about 300+ monthly offers, lifted applications by 24%.
The agency Hype ran this four-arm test for Garanti BBVA's credit card site, and it was published as a VWO case study.
The change was both a new apply method and new copy.
- Credit card applications: +24% for the offers-copy banner against the control.
- Two other banners used the same ID and phone fields with different copy. One said agents were available to call back now; the other called the card Turkey's most loved for 8 years. Both did worse, and their numbers were not shared.
- The test ran for about 18 days on 119,000 visitors.
The change
A link to the form page becomes a sticky banner that starts the application in place.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A landing page banner whose button sent visitors off to a separate credit card application page.
Variant
A sticky banner where visitors could start applying directly by entering a citizenship ID number and phone number. The copy read: "There are more than 300 offers every month for the Bonus Credit Card users."
Why it likely won
Our reading of the result, not the practitioner's claim.
- Hype found the full application was long and complex. Starting from the banner with two fields made the first step much easier.
- Copy about concrete monthly benefits gave a reason to apply. A callback promise or a popularity claim said less about value.
- A sticky banner stays on screen, so the offer stays in view while visitors read the rest of the page.
Caveats: The control used a link to a separate page, so the 24% reflects the new apply method and the copy together. Only the comparison between the three banners isolates the copy, and those numbers were not shared.
Who ran it
Hype ran this test for Turkish bank credit card and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Hype →
How to run this test on your site
- Hypothesis
- If we let visitors start an application from a sticky banner with two fields and lead with a concrete benefit, then more will apply, because the first step is shorter and the value is clear.
- Primary metric
- Completed applications
- Guardrails
- Application approval rate or lead quality
- Drop-off after the first two fields
- Complaints about the sticky banner on mobile
- Who should test it
- Banks, insurers and other lead-gen businesses with long application forms. If your form is already short, or rules stop you from asking for ID up front, the lift may be smaller.
Questions
Does letting people apply from a banner increase leads?
For Garanti BBVA's Bonus Card it did: applications rose 24% when visitors could start with two fields in a sticky banner. Check that lead quality holds up too.
What copy works best next to an apply form?
Here, a concrete benefit (300+ offers a month) beat a callback promise and a popularity claim. All three used the same form fields.
How many fields should a first application step have?
This banner asked for just two: ID number and phone.
Collect the rest later in the flow, once visitors have committed.