Does marking visited providers lift insurance comparison clicks?

Our insurance page listed providers, but nothing changed after a visitor clicked one. We tested a clicked state that marked visited providers so visitors could compare more. Over 33 days, clicks to providers rose 16.7%.

Won Responsive 33 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By showing a clicked state on providers a visitor has already visited, we will prompt them to compare another provider, resulting in more clicks per visitor.

The page earns from each provider click, so a second click is worth as much as the first. Without a marker, visitors returning to the list could not tell which providers they had already checked.

What we changed

A clicked state that grays out visited providers and adds a check

After a visitor clicked a provider, its button and border turned gray and a green checkmark appeared. Providers they had not visited kept their original colors, so they stood out as the next ones to try.

VAR A: CLICKED STATE

Visited button and border turned gray
Green checkmark on visited providers

The result

Marking visited providers lifted clicks 16.7%

CONVERSION RATE

+16.7%

Over 33 days, the clicked state lifted the click rate to providers 16.7% over the original. This page gets less traffic than our other test pages, so we let the test run past 30 days before calling it, and the lift cleared our confidence bar. We tracked clicks only, not revenue.

What we took from it

Marking visited providers nudged visitors to compare more

Graying out the providers a visitor had already checked made the rest of the list easier to scan. Visitors who came back to the page could see at a glance where they had been and which options were left to compare.