Product
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Test #33: Won, Checking Account
Displaying all checking options and using clear organization and CTA
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Test #31: Won, Certificate of Deposit
Expose options
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Test #3: Won, Checking Account
Make your best offer your first option
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Test #29: Won, Money Market
Display clear product options
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Test #26: Lost, Auto Loan
Dedicated homepage focus and page content overhaul
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Test #25: Won, Home Equity
Highlighting customer service and expertise
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Test #32: Insignificant, Certificate of Deposit
Addressing low CTR by making a clear and strong CTA
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Test #19: Won, Auto Loan
Promoting auto loans on the homepage increased navigation rate.
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Test #15: Won, Auto Loans
Emphasizing things that a heatmap showed were important increased applications.
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Test #14: Insignificant, Balance Transfer (Credit Cards)
Single-step vs. multi-step applications