Landlord Product Page: Emotional Hero Copy
Background
Direct Line are looking to move away from discount based promotional messaging. A recent test on life insurance showed that by displaying more emotive language around being protected should the worst happen resulted in an +3.7% uplift in VTSQ. Single property landlords are likely to be more emotionally invested in their property as it is either a property familiar to them or represents a significant personal investment. Competitors Admiral and LV are using hero copy around the protection and peace of mind theme
Hypothesis
Displaying messaging around being protected if something goes wrong will resonate with users on a more emotional level and result in an uplift in VTSQ.Design Changes
- Hero copy has been changed for each variation.
Targeting
- Landlord product page
Test Goal
- Increase Visit to Start Quote (Landlord)
Devices
- Desktop
- Tablet
- Mobile
Audiences
- All visitors
#1. Which one do you think is the winner?
Results
Unfortunately, the test result was inconclusive.
Winner: Inconclusive
Start: 12/01/22
End: 10/02/22
Duration: 30 days
Control Visitors: 9,210
V1 Visitors: 8,978
V2 Visitors: 9,072
Highlights
- Changing the Landlord landing page hero copy from a price beat guarantee message to a peace of mind message did not result in any significant impact on Visit to Start Landlord Quote for both V1- Problem at your property? ( 1.14%, 44% sig.) and V2- 5 star protection (-0.73%, 29% sig.).
Conclusions
- The peace of mind messaging was less effective at persuading users to click Get a Quote and Retrieve a Quote in the hero than the price messaging.
- No overall impact was seen on users starting a Landlord Quote which suggests that users were simply more likely to scroll down the page and click Get a Quote elsewhere on the page rather than the hero.
- The change in messaging had no impact on the user’s decision to get a quote or purchase a policy.
Next Steps
- As the variation caused a drop in clicks on the hero Get a Quote and Retrieve a Quote CTAs it is recommended to keep the control.
Unfortunately, the test result was inconclusive.
Winner: Inconclusive
Start: 12/01/22
End: 10/02/22
Duration: 30 days
Control Visitors: 9,210
V1 Visitors: 8,978
V2 Visitors: 9,072
Highlights
- Changing the Landlord landing page hero copy from a price beat guarantee message to a peace of mind message did not result in any significant impact on Visit to Start Landlord Quote for both V1- Problem at your property? ( 1.14%, 44% sig.) and V2- 5 star protection (-0.73%, 29% sig.).
Conclusions
- The peace of mind messaging was less effective at persuading users to click Get a Quote and Retrieve a Quote in the hero than the price messaging.
- No overall impact was seen on users starting a Landlord Quote which suggests that users were simply more likely to scroll down the page and click Get a Quote elsewhere on the page rather than the hero.
- The change in messaging had no impact on the user’s decision to get a quote or purchase a policy.
Next Steps
- As the variation caused a drop in clicks on the hero Get a Quote and Retrieve a Quote CTAs it is recommended to keep the control.
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You can download the full report in pdf format from the link down below.
