Conversion Rate Optimisation

Fighting attention fatigue: how tiny gradient grew revenue

UB Case 1
No unwanted calls: your privacy respected

We never share your data with multiple advisors or third parties. Your details are provided to only one vetted advisor, ensuring you won’t receive unwanted calls or messages.

UB Case 1

Problem

High drop-off rate at the contact details steps of the funnel

Assumption

Users experience attention fatigue when they see similar messages in same design from step to step

Please only submit the value of the securities in your retirement accounts, such as your 401(k) and IRA
Your information is secure and will help us find the right advisor for your unique needs
Please only submit the value of the stock, ETF, and mutual funds held outside your retirement accounts
Please only submit the value of the securities in your retirement accounts, such as your 401(k) and IRA

Hypothesis

We will decrease drop off rate at the contact details steps if we drive users' attention to the trust messaging

One may argue that we not only added gradient but also changed the message itself. But we tested various messages before and it didn't drive the desired impact.

No unwanted calls: your privacy respected

We never share your data with multiple advisors or third parties. Your details are provided to only one vetted advisor, ensuring you won’t receive unwanted calls or messages.

The results

22%

Relative conversion uplift

36%

Increase of enquiry revenue

This initiative was a significant enabler for future projects, making it easier for the sales team to sell additional locations.

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