Product
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Test #18: Insignificant, Home Equity
Using a hero CTA and gradual engagement for rates led to an insignificant result.
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Test #17: Won, Mortgage Loan
Showing more information on the mortgage promo page led to increased product click through rate.
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Test #16: Lost, Membership
Promoting checking accounts vs. membership on the homepage.
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Test #12: Insignificant, Auto Loan
Benefits of lead capture.
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Test #13: Won, Checking
Make your best checking account your first offer.
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Test #10: Won, Credit Card
Make your best credit card your first offer.
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Test #1: Won, Kids Savings Account
Use clear calls to action.