20.3%
CVR
95%
Confidence
93%
Power
Reading time: 6 min
Using Sticky Banners to Increase Conversion Rate
MoneyGeek, founded in 2016, is dedicated to helping its users navigate the complications of finance by
offering advice on everything from insurance, to credit cards, loans, mortgages, and college funding. By
automatically analyzing hundreds of thousands of offers, MoneyGeek is able to direct its users to the most
affordable or cost-effective financial services.
In this case study our focus will be the car insurance section of the website.
Key takeaway
Every tap matters. In fact, one tap is often the difference between a user that converts and a user that
churns.
So how do we maximize this ‘tapping economy’ and ensure that users who visit our funnel can convert with the
least amount of taps possible?
Historically, one way of achieving this has been to have CTAs at every scroll depth that marks the end of a
screen/sections, so that there’s always a CTA available for users to immediately tap on. However, a more
effective and UI-friendly solution is the
Sticky Banner – a CTA that follows users as they scroll, ensuring they’re never far
from conversion.
Preliminary Information:
Our previous experiment increased the speed and ease at which users could progress
through the funnel by making it so that a ‘What’s your location?’ input-field would be autofilled for the user
by an API. For further details on this,
go here.
This Case Study builds on the previous one, and once again takes advantage of one of MoneyGeek’s major
advantages; the fact that all of its SEO pages use the same conversion mechanism.
Because of this, whenever you create a positive change on one webpage, it’s very easy to
duplicate that change to every other webpage on the site to create a sitewide
advantage.
This time, we were interested in the fact that users of MoneyGeek’s website
consumed content at an extremely high rate. This meant that even the bottom of the page
would have a lot of users who, if prompted correctly, could be made to convert.
Research & Insights:
Flow Walkthrough:
MoneyGeek gains a conversion when users fill out a location input field and click a CTA labeled ‘Compare
Quotes’. This triggers a popup and progression to deeper stages of their price comparison funnel.
In our previous experiment, we made it easier for users to progression via this CTA by autofilling the
location input field via an API.
(read more about it here)
During that experiment, we noticed that MoneyGeek’s pages had a significantly higher than average scroll
depth.
Many users were proceeding to the bottom half of the page before choosing to exit or progress. This meant that
content on MoneyGeek’s pages were highly engaging and were effective at encouraging
information consumption.
However, this information consumption wasn’t being effectively capitalized on by the
current conversion mechanism.
What we noticed is that, currently, users who scrolled beyond a certain point would have to scroll all the way
up to the top to get back to the CTA.
As you can imagine, this created a frustrating, if not outright counterintuitive user journey. Which,
conversely, meant there was opportunity for further improvement.
Hypothesis:
If we improve the visibility of the CTA at all scroll depths by introducing a sticky CTA that will follow
users down the page as they scroll, we’ll make it easier for users to access the CTA and progress to the next
stage whenever they wish. As a result, we expect to see an increase in CVR.
Positive:
-
Visibility & Accessibility: Instead of having to scroll to the top of
the page to tap the CTA and progress, users would simply
be able to click the sticky button whenever they wished to discover more. By having
the CTA visible at all times, we’ll also be able to constantly reminds users that there’s additional steps
information for them to explore -
Uninterrupted User Experience: By making the Sticky Button a banner
that spans the bottom of the page, we’ll allow users to scroll and
consume information without interruptions just as they normally would, while still
having the extra option to the interact with the CTA at the bottom whenever they’re ready to.
Negative:
-
Irritation: Some users may find having a banner that follows them while
they scroll to be a frustrating, irritating, and distracting experience. To combat this, we
included an [x] button that will allow users to close the banner whenever they wish.
Results:
The results split between desktop and mobile were as follows:
For desktop the conversion rate increased by 20.3% (92.81% power, 95% confidence)
For mobile the conversion rate increased by 17.6% (99.92% power, 95% confidence)
In addition to being quite a significant uplift, what was important about these is that no cannibalization
effect was observed. This means that all additional quotes were generated by new users.
