# Celebrity spokesperson added to an inquiry form: +20% conversions

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Trust, Spokesperson
- Date shared: 2016
- Test run by: [HomEquity Bank](https://liftarchive.com/practitioners/homequity-bank/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingsherpa.com/article/case-study/how-homequity-caters-to-seniors
- Page: https://liftarchive.com/test/homequity-form-celebrity-spokesperson/

HomEquity Bank added its celebrity spokesperson, Olympic skater Kurt Browning, to the design of its inquiry form and saw a 20% lift in conversions. The bank's digital team ran the test in 2016, and it was published as a MarketingSherpa case study. HomEquity Bank sells the CHIP reverse mortgage to Canadian homeowners aged 55 and older.

## Result

**+20% conversions**

- Conversions: +20% compared with the form without the spokesperson.
- The team took this as a sign that trust drives its older audience, and went on to test other trust signals.
- No sample size, duration or confidence level was shared.

## Control

The inquiry form with no spokesperson.

## Variant

The inquiry form built around the bank's spokesperson, Kurt Browning, a four-time Olympic skater and world champion.

## Why it likely won (our reading)

- The bank's research found Kurt Browning was well liked and trusted by Canadians, and that trust carried over to the form.
- A reverse mortgage is a big, unfamiliar decision, so a known face makes the brand feel safer.
- A friendly photo near the form makes the page feel less like a bank application.

## Caveats

The source does not describe the test setup, sample size or duration. The result depends on a spokesperson the audience already knew and trusted.

## How to run this test

- Hypothesis: If we feature a trusted spokesperson next to our inquiry form, then more visitors will submit because a familiar face lowers their worry about the company.
- Primary metric: Form conversion rate
- Guardrail: Lead quality
- Guardrail: Page load time
- Guardrail: Mobile form visibility
- Who should test it: Lead-gen businesses in high-trust categories, such as finance, insurance or health, that already pay a known spokesperson. A face the audience does not recognize is unlikely to have the same effect.

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Credit: HomEquity Bank ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/homequity-form-celebrity-spokesperson/).
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.