# Data-privacy message on quote form for one segment: +10% quotes

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Trust message, Personalization
- Test run by: [Groupama](https://liftarchive.com/practitioners/groupama/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/groupama-increases-quote-submissions/
- Page: https://liftarchive.com/test/groupama-quote-form-privacy-reassurance/

Showing 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.

## Result

**+10% quotes**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Progression to the next form step
- Guardrail: Lead quality or quote-to-policy rate
- Guardrail: 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.

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Credit: Groupama ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/groupama-quote-form-privacy-reassurance/).
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.