Inline 'More details' box on a card application: +15.5% applications
Commentary byLiftArchiveOur analysis, not theirsA 'More details' link that opened an inline box of credit card benefits lifted Tinkoff Bank's submitted applications by 15.5%.
A second version, where the same link went to a separate page, did worse than the original.
Tinkoff Bank's own analytics team ran the test on over 60,000 visitors across 13 days, and it was published as a VWO case study.
- Inline box variant: conversion rate up 15.5%, and it beat control throughout the test.
- Separate-page variant: converted worse than control (exact figure not shared).
- Conversions were submitted credit card applications.
- Over 60,000 visitors across 13 days.
The change
A 'More details' link opens an inline benefits box below the CTA.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A credit card application page with a 'Fill out form' button above the fold and a multistep form.
Variant
A 'More details' link under the button that expanded a box right on the page, listing benefits such as free card delivery, free top-ups and cashback. A second variant sent the link to a separate page instead.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The inline box gave key reasons to apply without taking visitors off the form.
- Benefits like free delivery were on the original page but easy to miss; the box made them visible.
- Sending people to another page likely pulled some away from the form for good.
Caveats: The test ran for 13 days on over 60,000 visitors. Confidence levels for this test were not shared, and the page is from a bank, not a software product.
Who ran it
Tinkoff Bank ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Tinkoff Bank →
How to run this test on your site
- Hypothesis
- If we let visitors expand key product benefits inline next to the application button, then more will submit the form because they get reassurance without leaving the page.
- Primary metric
- Submitted application rate
- Guardrails
- Application approval rate
- Bounce rate
- Clicks away from the form page
- Who should test it
- Lead-gen and financial services businesses with a long application form where people want reassurance before starting. Avoid sending that information to a separate page, which lost here.
Questions
Should product details open inline or on a new page?
In this test, inline won and a separate page lost to the original.
Keeping visitors on the form page avoids losing them mid-decision.
What should an inline details box include?
The few benefits that most affect the decision, such as fees, delivery and rewards, shown briefly with text and simple graphics.