# Shorter health insurance ad page with '2 Steps' CTA: winner

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Form fields, Cta copy, Hero & above-the-fold section
- 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-health-insurance-paid-landing-page/

A 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.

## Result

**winner**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Lead-to-policy conversion rate
- Guardrail: Contact rate on leads without email
- Guardrail: 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.

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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-health-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.