Case Study

Lead Generation Increase

Fidelity Life

Sells Life Insurance

Industry: Life Insurance | Location: Chicago, IL

Fidelity Life Case Study

1. Project

Increase Lead Generation on Quote Forms

Fidelity Life was experiencing a measurable drop off in consumers advancing to request a life insurance quote after viewing their preliminary policy recommendations. Our challenge was to find an engaging CTA that resonated with users making it clearer and more intuitive for them to reach the “Hello There” and “Let’s Talk” lead generation forms.

2. Approach

Verbiage Change

Based on the success on a similar test, the OuterBox team decided to test changing the page’s CTA verbiage to less committal language. The hypothesis was that by updating both the “Buy Now” and “Apply Now” button verbiage to “Continue” we would see an improvement in click rates across all devices.

CTA “Buy Now” (Control)

FidelityLife - Control Case

CTA “Continue” (Variation)

FidelityLife - Variation

3. Results

Large Increases in Progression Rate & Lead Generation

The variation won this one by a landslide. Not only was there a 53.8% progression rate improvement, but the variation also saw a 31.17% lift in subsequent “Hello There” form submissions and a 200% lift in “Let’s Talk” form submissions. The design team concluded that by changing the “Buy Now/Apply Now” CTA verbiage to “Continue,” users were more inclined to click into the plan they liked and from there fill out the form. Fidelity Life is now moving more leads through their funnel at a higher rate than before and seeing a lower abandonment rate.


Progression rate increase


Lift in "Hello There" form submission


Increase in "Let's Talk" submissionss

4. Platform Support


The VWO Experience Optimization Platform improves key business metrics by empowering you to easily discover insights, test ideas, and improve engagement – across the entire customer journey.

  • VWO Testing
  • VWO Engage
  • VWO Insights
  • VWO Plan
  • VWO FullStack
  • VWO Services
VWO Platform Support


“OuterBox came to us with an idea to lift conversions on our Product Listing Page. We thought we’d see an improvement with this font and color change; the actual lift far exceeded our expectations. We saw a 50% increase in Conversion Rate for shoppers who interacted with these pages!”

- Bill O'Shea - Senior eCommerce Manager
Fidelity Life Case Study

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