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Test #33: Won, Checking Account

Displaying all checking options and using clear organization and CTA

Test #31: Won, Certificate of Deposit

Expose options

Test #3: Won, Checking Account

Make your best offer your first option

Test #29: Won, Money Market

Display clear product options

Test #26: Lost, Auto Loan

Dedicated homepage focus and page content overhaul

Test #25: Won, Home Equity

Highlighting customer service and expertise

Fact: Restructuring copy and CTAs, improving scanability and providing dedicated pages for product types increased application click through rates by +41%. (Study #44)

Hypothesis: Restructuring the site to have dedicated product pages, change the copy to be simpler and...

Fact: Featuring target checking product as the primary focus of the checking products page increased lead capture rate by +2,530%. (Study #45)

Hypothesis: Displaying the CU Rewards+ Checking product first and focusing the checking product page content...

Fact: Displaying product options on the homepage and capturing leads prior to asking membership status likely increased lead capture rate by +167%. (Study #50)

Hypothesis: More prominently featuring product options on the home page and changing the order of...

Fact: Improving checking product page layout and focusing content primarily on Choice Checking increased product click-through rate by 210%. (Study #53)

Hypothesis: Focusing the checking page content on Choice Checking and moving other checking options lower...