New personal loan apply layout: about +12% 'Apply Now' clicks
Commentary byLiftArchiveOur analysis, not theirsA redesigned layout for the personal loan apply feature lifted 'Apply Now' clicks by about 12%, and use of the filters rose 40%.
MoneySmart, a personal finance comparison site in South East Asia, ran this test, and it was published as an AB Tasty case study (now on the Wingify site).
The new layout changed several things at once, so the lift can't be tied to one element.
- 'Apply Now' click-through rate: up nearly 12%.
- Use of the filters: up 40%.
- Both are click metrics. Completed loan applications were not reported.
Control
The existing layout of the 'apply for a personal loan' feature on the comparison page.
Variant
A new layout for the same feature, built by the design, product and developer teams. The case study does not describe what changed in detail.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A clearer layout likely made it easier to compare loans and pick one to apply for.
- Higher filter use suggests visitors found it easier to narrow down options, which can lead to more confident clicks.
- Our reading only: the case study does not say what the new layout changed.
Caveats: The layout change is not described in detail and bundled several changes. The metric is clicks, not completed applications, and no sample size, duration or confidence was shared.
Who ran it
MoneySmart ran this test and published the results (AB Tasty / Wingify case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on MoneySmart →
How to run this test on your site
- Hypothesis
- If we redesign the loan comparison layout so options and filters are easier to use, then more visitors will click 'Apply Now' because they can find a suitable loan faster.
- Primary metric
- 'Apply Now' click-through rate
- Guardrails
- Completed applications passed to lenders
- Lead approval rate
- Bounce rate on the comparison page
- Who should test it
- Comparison and lead-gen sites where visitors choose between several offers before applying. If your page offers one product only, a layout change of this kind matters less.
Questions
What should I measure when testing a comparison page layout?
Clicks to apply are a useful first signal.
Also track completed applications, because more clicks don't always mean more approved leads.
Why did filter use matter here?
It rose 40% alongside the click lift. That suggests the new layout helped visitors narrow their options, though the case study does not prove the link.
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