Quote reminder widget for returning abandoners: +23.47% submissions
Commentary byLiftArchiveOur analysis, not theirsShowing a quote reminder widget to returning visitors who had abandoned an application raised applications started by 95.83% and applications submitted by 23.47%.
A North American health and life insurance company ran this test on its dental landing page using AB Tasty's EmotionsAI.
It was published as an AB Tasty case study that now sits on Wingify's site.
- Applications started: +95.83%.
- Applications submitted: +23.47%. This is the number that matters most, and it is smaller than the starts lift.
- The gap between starts and submits suggests many extra starters still dropped out before finishing.
- No sample size, test length or confidence level was published.
The change
Returning abandoners see a widget recalling their quote.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Visitors who had abandoned an application and came back to the dental landing page saw the standard page.
Variant
Those returning visitors saw an automatic quote widget that reminded them of the quote they had already received.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Returning abandoners already showed intent. Picking up where they left off saves them from starting over.
- Seeing their own quote again reminds visitors of a concrete price, which is easier to act on than a generic page.
- The widget removes a step, so restarting the application takes less effort.
Caveats: Shown only to returning visitors who had abandoned an application, so the lift applies to that group, not all traffic. 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 show returning visitors who abandoned an application their saved quote, then more will submit because they can resume instead of starting over.
- Primary metric
- Applications submitted by returning abandoners
- Guardrails
- Applications started vs submitted (completion rate)
- Time to submit
- Quote accuracy complaints
- Who should test it
- Lead-gen businesses with quotes or multi-step applications and a meaningful share of returning visitors, such as insurance, lending or B2B services. It won't help if you can't recognize returning visitors or your quotes go stale quickly.
Questions
How do you win back application abandoners?
Recognize them when they return and let them pick up where they left off.
In this test, reminding returning abandoners of their quote raised submissions by 23.47%.
Why did starts rise more than submissions?
The reminder made it easy to restart, but finishing still needed the full application.
Watch completion rate, not just starts, when you run this kind of test.