# FAQs moved above the quote area: +140.33% application submissions

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: FAQ sections, Layout
- Test run by: [AB Tasty](https://liftarchive.com/practitioners/ab-tasty/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/emotionsai-drives-bold-changes-for-insurance-company/
- Page: https://liftarchive.com/test/na-insurer-faq-above-quote/

Moving 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.

## Result

**+140.33% application submissions**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Quote area engagement (clicks or starts)
- Guardrail: Bounce rate
- Guardrail: 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.

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Credit: AB Tasty ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/na-insurer-faq-above-quote/).
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.