Case Study: Payplan achieves a 17% uplift in total leads and higher form conversions with RedEye A/B testing

A/B Testing for Payplan led to a 17% uplift from variation one

Payplan, a UK debt advice provider, needed to increase engagement, generate more online leads and grow email subscriptions without harming its primary conversion (completion of a Debt Help Form). Payplan engaged RedEye to run A/B testing to identify the best way to promote a free Debt Advice Guide and capture email sign-ups.

RedEye tested two variations—a static right-column data-capture field (Variation 1) and an entry pop-up (Variation 2). Variation 1 was the winner, delivering a 17% uplift in total leads (93% confidence) and an 8.32% uplift in Debt Help Form completions and higher mailing-list sign-ups; Variation 2 increased downloads but caused a 6% drop in total leads. RedEye implemented Variation 1 sitewide.

Payplan

Tani Kopliku

Online Marketing