Data-privacy message on quote form for one segment: +10% quotes
Commentary byLiftArchiveOur analysis, not theirsShowing a message that promised personal data was protected on the insurance quote form lifted quote submissions by 10%.
Groupama, an insurance group, ran this two-week test and showed the message only to visitors in an "intuitive" emotional segment.
It was published as an AB Tasty case study, now on Wingify's site.
- Quote submissions: +10%.
- Progression to the next step of the quote form: +2 points.
- The source does not say whether the 10% is measured on the targeted segment only or on all visitors.
The change
For one visitor segment, a data-protection message is added to the quote form.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The insurance quote form with no extra messaging.
Variant
Visitors in the "intuitive" segment saw a reassuring message on the form saying their personal data would be protected. Visitors in the "rational" segment saw the plain form.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Insurance quotes ask for personal details. A privacy promise speaks to the worry that stops people from sharing them.
- Showing the message only to visitors likely to respond to reassurance kept the form clean for everyone else.
- A small reassurance at the point of entry can help people get past the first step, which matches the +2 points on progression.
Caveats: The message was targeted with AB Tasty's EmotionsAI segments, so the result may not carry over to a message shown to everyone. The test ran for two weeks, no sample size or confidence was shared, and the vendor published the result.
Who ran it
Groupama ran this test for insurance group 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 Groupama →
How to run this test on your site
- Hypothesis
- If we add a short data-protection promise to our quote form, then more visitors will submit a quote, because it eases worries about sharing personal details.
- Primary metric
- Quote form submissions
- Guardrails
- Progression to the next form step
- Lead quality or quote-to-policy rate
- Form start rate
- Who should test it
- Insurers, lenders and other lead-gen businesses whose forms ask for sensitive details. Without a segmentation tool, test the message for all visitors first. It may add little if your form already asks for very little.
Questions
Do privacy messages increase form submissions?
In Groupama's test, a data-protection message shown to one visitor segment lifted quote submissions by 10%.
It's a low-cost change worth testing on forms that ask for personal details.
Should reassurance be shown to every visitor?
Groupama showed it only to an "intuitive" segment and kept the form plain for "rational" visitors.
If you can't segment, test it for everyone and watch whether it distracts.
Where should a privacy message go on a form?
Place it on the form itself, near the fields that ask for personal data, so it is seen at the moment of hesitation.
MarketingExperiments