# Retiree association CEO featured on landing page: conversion rate up

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Trust, Endorsement
- Date shared: 2017
- 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-landing-page-carp-ceo/

HomEquity Bank featured the CEO of the Canadian Association of Retired Persons (CARP) on its landing pages and reported a lift in conversion rate, without sharing a figure. The bank's digital team ran the test, and it was published as a MarketingSherpa case study in 2017. HomEquity Bank sells the CHIP reverse mortgage to Canadian homeowners aged 55 and older.

## Result

**conversion rate up**

- Conversion rate: reported as lifted. No percentage was shared.
- Sample size, duration and confidence were not shared.
- It followed a 20% lift from adding the bank's celebrity spokesperson to the form, which pointed the team toward trust signals.

## Control

The reverse mortgage landing page with no third-party endorsement.

## Variant

The landing page featuring the CEO of CARP, a group the bank's team compared to AARP in the United States, as an endorsement.

## Why it likely won (our reading)

- The bank's team saw its older visitors as hesitant online, and an endorsement from their own association eases that.
- A retiree group's leader speaks for the audience, not the seller, so the message feels more neutral.
- Reverse mortgages are unfamiliar to many people, and a trusted third party makes the product feel safer to ask about.

## Caveats

No figure, sample size or duration was shared, so the size of the lift is unknown. It relies on a formal partnership with CARP.

## How to run this test

- Hypothesis: If we feature the leader of an organization our audience trusts on our landing page, then more visitors will inquire because the endorsement lowers their doubt about us.
- Primary metric: Landing page conversion rate
- Guardrail: Lead quality
- Guardrail: Bounce rate
- Guardrail: Scroll depth to the form
- Who should test it: Lead-gen businesses with a formal partner or association that their audience already trusts. It won't work with a name the audience doesn't know, and you need permission to use it.

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Credit: HomEquity Bank ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/homequity-landing-page-carp-ceo/).
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.