Singapore Test Brief –
New Citi Rewards Card details page V2
3 Nov 2016
1
Citi Retail Services Leadership Conference 2014
Executive Summary
Page to be Tested
Can be Executed directly
on T&T
Requires
Production Work
A/B Test – Citi Rewards Card details page V2
No
Yes
2
A/B Test – Citi Rewards Card details page
Objective
Increase in number of people applying for the card entering the RCE application form
funnel.
What &
Why
Hypothesis
Enhanced visuals, revised content hierarchy & improved architecture of the page will
help users browse the benefits of the card quickly and will result in increase of card
applications via Apply Now CTA. The tabs also help users to access the benefits,
promotions and privileges in few clicks leading to less drop-offs.
Success Measure
Primary: Step2 Load
Secondary: Step6 Completion
Where
CURRENT PAGE URL
https://www.citibank.com.sg/gcb/credit_cards/rewards-creditcard.htm?icid=SGCCA0LENCCLNLNRW
*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
3
Existing vs. New Citi Reward Card details page
Enhancements
Re-enforcement of promotion
journey by copy
Summarized bullet points
before details
Label to show “must have card
for shoppers” to connect what
was shown in the homepage.
In-page tab navigation gives
better experience as sticky bar
on long scroll.
Welcome offers has it’s own
section for one time offers user
gets while buying this card.
Less distractions in terms of
banners or links throwing users
out of the page.
Only 2 focused CTA buttons at
top and in bottom.
Existing
4
Recommended
Tabs Mechanics
Card Promotions
Welcome Offers
Features
5
Apply Now flow
Product Details Page
RCE STEP 1 FORM
Goes to RCE
Form Step1
6
Tracking Requirements
Unique tracking on
each Apply Now for
Visa and MasterCard
Unique clicks on all
tabs
Unique clicks on all
T&C
Clicks on the T&C
Accordion
Unique clicks
Unique Clicks
Unique clicks on all Learn
More
Unique Clicks
Notes:
1. Tracking would be the same for left navigation
2. Top Navigation & Others would have the same tracking implementation
3. Requesting ecid & icid tracking as per BAU for the clicks
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