# Explaining the app at checkout in 3 steps: +10% progression

- Outcome: Won
- Page type: Checkout (Lead-gen)
- Elements: Copy, Visuals, Steps
- Test run by: [Plymouth Rock Assurance](https://liftarchive.com/practitioners/plymouth-rock-assurance/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/plymouth-rock/
- Page: https://liftarchive.com/test/plymouth-rock-yubi-app-download-checkout-step/

Adding visuals, explaining the app's benefits and breaking the download into three steps lifted progression from the app phone-number page to checkout by about 10%. Plymouth Rock Assurance ran this server-side A/B test on its car insurance purchase flow, and it was published as a VWO case study. Copy, visuals and step layout changed together, so no single change can take the credit.

## Result

**+10% progression**

- Progression from the app phone-number page to the checkout page: about +10%.
- The test ran server-side for two weeks. Sample size and confidence were not shared.
- The team's main goal was more app downloads after purchase, but the download rate itself was not reported.

## Control

The final checkout step asked customers for a mobile number to get a link to the YUBI driving app, with little explanation of why it mattered.

## Variant

The step added visuals, explained what the YUBI app does and why it helps, and split the download into three actions: give a mobile number, grant app permissions, and avoid policy cancellation.

## Why it likely won (our reading)

- People share a phone number more readily when they understand what they get in return.
- Three numbered steps make an unfamiliar task feel manageable.
- Mentioning policy cancellation makes the stakes clear, which may push people to act.
- context matters most at the end of a long purchase flow, when patience is low.

## Caveats

Bundled test: visuals, copy and step layout changed together. The ~10% figure is a page-to-page step, not completed policies or app installs, and sample size was not shared.

## How to run this test

- Hypothesis: If we explain why a required post-purchase step matters and break it into a few clear actions, then more customers will complete it because they understand the benefit and the effort.
- Primary metric: Progression from the step to the next page
- Guardrail: App install or activation rate
- Guardrail: Policy purchase completion
- Guardrail: Support contacts about the step
- Who should test it: Insurers, fintechs and SaaS products that ask for an app download, phone number or setup task during sign-up or checkout. It may matter less if the step is optional and rarely used.

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Credit: Plymouth Rock Assurance ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/plymouth-rock-yubi-app-download-checkout-step/).
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.