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

2. 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

3. 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
*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

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

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

6. 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

7. 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

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

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

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

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

12. Tracking Requirements

13. 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

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

15. Unique Clicks on Link
Unique Clicks on Link
Unique Clicks on Link
Unique Clicks on Link

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

17. Unique Clicks
Unique Clicks
Unique Clicks
Unique Clicks

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

19. Unique Clicks
Unique Clicks
Unique Clicks

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

21. Unique Clicks
Unique Clicks
Unique Clicks
Unique Clicks

22. 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