Singapore Paid Landing Template Test Brief 120 Cash Back Campaign 8 NOV 2016

Executive Summary Page to be Tested Can be Executed directly on T&T Requires Production Work A/B Test – Paid Landing Template S$120 Cash Back Campaign No Yes

A/B Test – Paid Landing Template S$120 Cash Back Campaign What & Why Objective Increase in number of people applying for the card. Hypothesis Having ”Learn More” button will help those customers who needs quick brief details on card key features, promotions and eligibility hence leading them to a singular focused journey of conversion. It also lowers the possibility of customers to drop-off by viewing only relevant content with no unnecessary exit links. Success Measure Primary: Step2 on load Secondary: Step6 completion Where URL https://www.citibank.com.sg/gcb/landing_page/creditcard/cashback.htm?icid=SGCCAX6ENGLBLLPAY *Business Requestor works with design agency for the creative, secures approvals, files testing brief and documents test, verifies and provides signoff, and POC for communication for test

New Paid S$120 Cash Back Campaign Recommended - Paid Promotion/Campaign Landing Page Current - Paid Promotion/Campaign Landing Page

Apply Now CTA on Landing page Step1 RCE Form – All Apply Now goes to Step1 of RCE form Paid Promotion/Campaign Landing Page

Learn More link on Landing page Citi Premier Miles Card – Short Details page Citi Rewards Card – Short Details page Paid Landing – S$120 Cashback Promotion Citi Cashback Card – Short Details page Citi SMRT Card – Short Details page

New Paid S$120 Cash Back Campaign Enhancements Card design layout for better visibility of most credit cards. Value proposition as the key highlight many bullet points. “Learn more” button to know briefly about the card while applying. Paid Promotion/Campaign Landing Page

Individual Short Card Details Page – PremierMiles Desktop Short Details – Citi PremierMiles Card

Individual Short Card Details Page – Cash Back Desktop Short Details – Citi Cash Back Card

Individual Short Card Details Page – Rewards Desktop Short Details – Citi Rewards Card

Individual Short Card Details Page – SMRT Desktop Short Details – Citi SMRT Card

Tracking Requirements

Apply Now Clicks – Visa Or Master Apply Now Clicks – Visa Or Master Learn More Clicks Learn More Clicks Apply Now Clicks – Visa Or Master Apply Now Clicks – Visa Or Master Learn More Clicks Learn More Clicks

Apply Now Clicks – Visa Or Master Unique clicks Apply Now Clicks – Visa Or Master Tracking of accordions Apply Now Clicks – Visa Or Master

Unique Clicks on Link Unique Clicks on Link Unique Clicks on Link Unique Clicks on Link

Apply Now Clicks – Visa Or Master Unique clicks Apply Now Clicks – Visa Or Master Tracking of accordions Apply Now Clicks – Visa Or Master

Unique Clicks Unique Clicks Unique Clicks Unique Clicks

Apply Now Clicks – Visa Or Master Unique clicks Apply Now Clicks – Visa Or Master Tracking of accordions Apply Now Clicks – Visa Or Master

Unique Clicks Unique Clicks Unique Clicks

Apply Now Clicks – Visa Or Master Unique clicks Apply Now Clicks – Visa Or Master Tracking of accordions Apply Now Clicks – Visa Or Master

Unique Clicks Unique Clicks Unique Clicks Unique Clicks

Notes Challenger 1 and 2 category pages to be tracked as separate journeys to test the effectiveness of CTA colour options Success metrics to be set up as conversion ratios over traffic entering each journey i.e. CTR for Apply Now buttons and conversion rate for RCE Step 2 page views