A Case Study on the Impact of Multivariate Testing on a Financial Services Website

One of our websites aggregates financial services for various South African providers, and when we got the opportunity to work with a new client, a debt consolidation agency, we proposed a strategy whose components where the following:

Leverage existing traffic in the Loans and Credit Cards section of the website to generate traffic for the Debt Consolidation offer.

Convert that traffic in (1) using 4 different options, a) expand the original Loans and Credit Cards forms to include information about the Debt Consolidation, b) only present the Debt Consolidation offer on the Thank You page in the form of a banner to another website, and c) present a Debt Consolidation form on the Thank You page itself instead directing to another website.

Tactic #2 is a classic example of A/B testing, something that many marketers do not know of, and if they do know of, grossly neglect to use.

Continue reading “A Case Study on the Impact of Multivariate Testing on a Financial Services Website”