Clearer car insurance ad landing page: winner, figures not shared
Commentary byLiftArchiveOur analysis, not theirsA reworked mobile car insurance ad landing page, with a claim settlement headline, simpler copy and an optional car registration field, beat the original on lead conversion rate, but the exact uplift was not shared in text.
Performics India ran this A/B test for HDFC ERGO General Insurance, and it was published as a VWO case study.
Several changes shipped together, so the win belongs to the whole redesign.
- Lead conversion rate: the variation was reported as a clear winner. The figures were only shown in an image, so we can't state the size of the lift.
- The test ran for two weeks on mobile with a 50/50 split. Sample size and confidence were not shared.
- Across the wider programme of tests, HDFC ERGO's cost per acquisition fell 47%, but that figure is not from this test alone.
The change
Claims headline, hero banner, optional field and a free-quote CTA are added.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile page for paid car insurance campaigns used complex wording, had no hero banner, and made the car registration details field mandatory.
Variant
The page led with the headline "Get car insurance with a 100% Claim Settlement Ratio", used simpler wording, made the registration field optional, changed the CTA to "Get a Free Quote Now", tidied the icons and added a hero banner.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A specific claims promise answers the biggest worry people have about insurers: will they pay out.
- Making the registration field optional removes a hurdle for people who don't have the number to hand, or who are buying for a new car.
- A CTA that says the quote is free lowers the perceived commitment of tapping it.
- plainer copy matters more on mobile, where dense text is hard to scan.
Caveats: Bundled test with many changes at once, so no single element can take the credit. The result figures were only shown in an image, and the published overall cost-per-acquisition gain covers several tests, not this one.
Who ran it
Performics India ran this test 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 Performics India →
How to run this test on your site
- Hypothesis
- If we lead with a specific trust claim, simplify our copy and make hard-to-answer fields optional on our paid landing page, then more mobile visitors will request a quote because the page is clearer and the form asks less.
- Primary metric
- Lead conversion rate on the paid landing page
- Guardrails
- Lead-to-policy conversion rate
- Share of leads missing key details
- Cost per lead
- Who should test it
- Insurers and other quote-based lead-gen businesses running paid mobile traffic. It may not help if your form fields are already optional, or if your claim stats are not strong enough to lead with.
Questions
Should insurance landing pages lead with claim settlement stats?
It's worth testing. Payout reliability is a core worry for buyers, and HDFC ERGO's winning page led with its claim settlement ratio.
The figure has to be true and checkable.
Should I make form fields optional to get more leads?
Making a hard-to-answer field optional can lift submissions.
Check that sales can still quote without it, and watch lead quality.
Does adding 'free' to a quote button help?
It can lower the sense of commitment. In this test it was one of several changes, so its own effect is unknown.