Landing: Loan Form: USPs + Awards + Time-to-Complete Indicator
Hypothesis
Adding reassurance signals (USPs, awards, time indicator) to a multi-step form will reduce abandonment by addressing user anxiety at the start of the form.
Test Results
Key Learning
Problem: Each additional form field adds friction to the landing, increasing the chance users abandon before completing their submission.
What worked: Showing estimated time-to-complete is a high-confidence friction reducer. Trust signals at the form entrance (awards, USPs) reduce hesitation before users start. Exit pop-ups are lower impact for form recovery. (+31.5% lift)
Takeaway: This is a significant win worth prioritizing for implementation. Every field removed or simplified reduces friction — continue testing inline validation, progress indicators, and smart defaults.
How to Apply This to Your Site
This experiment demonstrated that landing: loan form: usps + awards + time-to-complete indicator can produce a +31.5% improvement in conversions. The test was run on a landing page page in the cross-industry industry.
Before you test: Consider that form tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
IMB Bank found 37% of users abandoned the first page of their personal loan form, and ~84% started but didn't finish. Test 1: added USPs, highlighted awards, and showed estimated completion time per step → +9% form completions, +52% form saves. Test 2: exit pop-up to recover abandoners (limited additional impact).
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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