# Clearer car insurance ad landing page: winner, figures not shared

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Headline, Cta copy, Form fields
- Test run by: [Performics India](https://liftarchive.com/practitioners/performics-india/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/performics-hdfc-ergo/
- Page: https://liftarchive.com/test/hdfc-ergo-car-insurance-paid-landing-page/

A 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.

## Result

**winner, figures not shared**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Lead-to-policy conversion rate
- Guardrail: Share of leads missing key details
- Guardrail: 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.

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Credit: Performics India ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/hdfc-ergo-car-insurance-paid-landing-page/).
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.