Shorter health insurance ad page with '2 Steps' CTA: winner
Commentary byLiftArchiveOur analysis, not theirsA mobile health insurance ad page with no email field, tile-style plans and the CTA "Get Free Quote in Just 2 Steps!" beat the original on lead conversion rate, though the size of the lift 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.
Many changes shipped together, so the win belongs to the full redesign.
- Lead conversion rate: the variation was reported as the 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.
The change
Email field removed, plans shown as tiles, and Buy Now becomes a two-step free quote.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile page for paid health insurance campaigns had an email field in its form, listed offerings as plain text, lacked a clear value proposition and used a "Buy Now" button. About 65% of visitors dropped off between viewing the page and submitting a lead.
Variant
The page had a clearer top banner, removed the email field, made plan type easier to select, showed offerings as tiles and used a hero image of a smiling person. The CTA became "Get Free Quote in Just 2 Steps!".
Why it likely won
Our reading of the result, not the practitioner's claim.
- Dropping the email field made the form shorter, which matters on mobile.
- "Buy Now" asks for a big commitment on a first visit, while a free quote in two steps feels small and quick.
- Tiles are easier to scan and tap on a phone than a text list.
- a friendly human face may make a health purchase feel less clinical, but this was not tested alone.
Caveats: Bundled test with many changes, so no single element can take the credit. The result figures were only shown in an image, and sample size was not shared.
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 remove non-essential fields, show plans as tappable tiles and swap a 'Buy Now' CTA for a low-effort free-quote CTA, then more mobile visitors will submit a lead because the first step feels quick and low-risk.
- Primary metric
- Lead conversion rate on the paid landing page
- Guardrails
- Lead-to-policy conversion rate
- Contact rate on leads without email
- Cost per lead
- Who should test it
- Insurance, finance and other quote-based businesses with paid mobile traffic and high form drop-off. It may not help if your sales follow-up depends on email, or if visitors are ready to buy outright.
Questions
Should I ask for email on an insurance lead form?
Only if you need it to follow up.
HDFC ERGO's winning page dropped the email field, which shortened the form. Phone-led sales teams may not miss it.
Is 'Buy Now' a bad CTA for insurance landing pages?
It can be too big an ask for a first visit.
A free quote framed as quick, like two steps, sets a smaller first commitment. Test it against your own audience.
Do tiles work better than lists on mobile?
Tiles are often easier to scan and tap on small screens.
In this test they were part of a bundle, so their own effect is unknown.