# Quote reminder widget for returning abandoners: +23.47% submissions

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Personalization, Quote widget
- 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-returning-abandoner-quote-widget/

Showing 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.

## Result

**+23.47% submissions**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Applications started vs submitted (completion rate)
- Guardrail: Time to submit
- Guardrail: 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.

---

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