FAQs moved above the quote area: +140.33% application submissions
Commentary byLiftArchiveOur analysis, not theirsMoving FAQs directly above the quote area raised application submissions by 140.33% for visitors who wanted quick answers.
A North American health and life insurance company ran this test on its dental insurance page using AB Tasty's EmotionsAI.
It was published as an AB Tasty case study that now sits on Wingify's site.
- Application submissions: +140.33% within the targeted segment.
- Only visitors in the "need for immediacy" emotional segment saw the change, so this is not a site-wide figure.
- No sample size, test length or confidence level was published.
The change
FAQs move from below the page to just above the quote area.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The dental insurance page showed FAQs in their usual spot further down the page.
Variant
For visitors segmented as having a "need for immediacy", the FAQs moved to sit right above the quote area.
Why it likely won
Our reading of the result, not the practitioner's claim.
- People who want fast answers may leave if they have to scroll to find them. Putting FAQs next to the quote answers doubts at the moment of decision.
- Insurance buyers often have specific questions about coverage before applying. Answering them first removes a reason to hesitate.
- Matching the layout to a segment's needs gave the change more impact than a one-size-fits-all page might.
Caveats: The change was shown only to an emotional segment ("need for immediacy"), not all visitors. No sample size, duration or significance was shared, and the case study is vendor-published.
Who ran it
AB Tasty ran this test for a North American health and life insurance company 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 AB Tasty →
How to run this test on your site
- Hypothesis
- If we move key FAQs above the quote or form area, then more visitors will apply because their main questions are answered before they decide.
- Primary metric
- Application submissions
- Guardrails
- Quote area engagement (clicks or starts)
- Bounce rate
- Support or chat contacts
- Who should test it
- Lead-gen businesses selling products with common objections, such as insurance, finance or services. Try it with all visitors first if you can't segment. It matters less if your visitors rarely have questions before acting.
Questions
Where should FAQs go on a landing page?
Usually close to the point of decision. This insurer saw application submissions rise 140.33% for a targeted segment when FAQs sat right above the quote area.
Can moving FAQs up push the form too low?
Yes, so keep the FAQ block short and watch how many people reach the quote area.
A few key questions work better than a long list.
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