Winner
High confidence
Loan Form: USPs + Awards + Time-to-Complete Indicator → +87% Conversion
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).
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.
Why This Works
Key Learnings
Expected Lift Range
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