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Fact: Refining Money Market page to feature a specific targeted product increased click-through rate by 191%. (Study #51)

Hypothesis: Changing the Money Market page hero section, CTAs and primary messaging to focus on the...
Test #32: Insignificant, Certificate of Deposit

Addressing low CTR by making a clear and strong CTA
Fact: Addressing layout issues and streamlining content resulted in a 133% increase in click-through rate. (Study #43)

Hypothesis: Addressing page layout by omitting unnecessary content and buttons that guide consumers away from the...
Fact: Revising homepage layout, copy, and services likely resulted in a 100% increase in Money Market page click-through rate. (Study #47)

Hypothesis: Revising homepage layout, updating copy, and reworking the presentation of services will result in a...
Fact: Eliminating second CTA in hero section increased lead capture rate by 242%. (Study #49)

Hypothesis: Eliminating dual CTAs in hero section will reduce navigation away from the page therefore increasing...
Fact: Eliminating non-essential content and moving CTAs higher up on the page increased the click-through rate by 17%. (Study #54)

Hypothesis: Eliminating distracting and non-essential content will move the main page CTAs higher on the page...
Fact: (Study #42)

Hypothesis:
Fact: Removing hero section CTA to change focus to Member Benefit content likely increased page click-through rate by 17% (Study #41)

Hypothesis: Removing the CTA in the hero section and making a smaller, more subtle CTA below...
Fact: Integrating mortgage promotion and calculator, removing irrelevant content, and maintaining consistent CTA’s likely led to a 20% increase in click-through rate. (Study #40)

Hypothesis: Including the mortgage promotion on the main product page, deleting tabs and adding the calculator...
Fact: Omitting tabs, clarifying CTA’s and altering hero section increased Auto Loan page CTR by 50%. (Study #39)

Hypothesis: Redesigning the Auto Loan page by omitting tabs to clearly display all content on...

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Fact: Refining Money Market page to feature a specific targeted product increased click-through rate by 191%. (Study #51)

Test #32: Insignificant, Certificate of Deposit

Fact: Addressing layout issues and streamlining content resulted in a 133% increase in click-through rate. (Study #43)

Fact: Revising homepage layout, copy, and services likely resulted in a 100% increase in Money Market page click-through rate. (Study #47)

Fact: Eliminating second CTA in hero section increased lead capture rate by 242%. (Study #49)

Fact: Eliminating non-essential content and moving CTAs higher up on the page increased the click-through rate by 17%. (Study #54)

Fact: (Study #42)

Fact: Removing hero section CTA to change focus to Member Benefit content likely increased page click-through rate by 17% (Study #41)

Fact: Integrating mortgage promotion and calculator, removing irrelevant content, and maintaining consistent CTA’s likely led to a 20% increase in click-through rate. (Study #40)

Fact: Omitting tabs, clarifying CTA’s and altering hero section increased Auto Loan page CTR by 50%. (Study #39)