# Mobile quote form with plan benefits first: +44% number submissions

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Value proposition, Form fields, Sticky cta
- Test run by: [Tatvic](https://liftarchive.com/practitioners/tatvic/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/tatvic/
- Page: https://liftarchive.com/test/icici-lombard-mobile-health-quote-form/

Showing plan benefits above the fold, adding a sticky quote button and moving the mobile number field to the start of the form raised mobile number submissions by 44.25% on ICICI Lombard's mobile health insurance page. Tatvic ran the A/B test for the Indian insurer, published as a VWO case study. The changes were tested together, so no single one can take the credit.

## Result

**+44% number submissions**

- +44.25% mobile number submissions.
- +30.09% form completions and interactions with the quote option.
- Mobile traffic only. Sample size, duration and confidence were not shared.

## Control

The mobile health insurance page asked for a mobile number in its quote form without showing the plan name or its benefits.

## Variant

The plan name, selling points and benefits appeared above the fold, and a sticky 'Get Quick Quote' button sat at the bottom of the screen. The mobile number field moved to the very start of the form.

## Why it likely won (our reading)

- Analysis showed many people dropped off at the mobile number field. Seeing what the plan offers first gives them a reason to share it.
- Asking for the number first means the insurer can follow up even when someone abandons later in the form.
- A sticky quote button keeps the next step in reach on a small screen.

## Caveats

Bundled test of several changes on mobile only. Sample size, duration and significance were not shared.

## How to run this test

- Hypothesis: If we show the plan's name and benefits before asking for a phone number, and ask for that number first, then more mobile visitors will share it because they understand the value before committing.
- Primary metric: Phone number submissions per mobile visitor
- Guardrail: Full form completion rate
- Guardrail: Contact rate on follow-up calls
- Guardrail: Policy purchases from leads
- Who should test it: Insurance, finance and other lead-gen businesses that follow up by phone. Asking for the number first fits only if your sales team calls partial leads; it may hurt where people expect a price before giving contact details.

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Credit: Tatvic ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/icici-lombard-mobile-health-quote-form/).
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.