Value proposition test: ETF savings plan, Singapore
Which value proposition generates the most sign-up intent with identical terms?
Decision
Value proposition
Industry
Banking
Market
Singapore
Channel
Meta
Field days
7
LP visitors
4,142
SG
en
Key findings
Simplicity drives 3.0 times the sign-up intent of security: 3.57% vs 1.19%.
Sample report
Value proposition test: ETF savings plan, Singapore
Research question 1
Which of the three promises generates the most sign-up intent?
Simplicity generates 3.0 times the sign-up intent of security (3.57% vs 1.19%, returns 1.75%).
Research question 2
Does the lead hold from the first click to sign-up intent?
Simplicity keeps its lead from the first click (interest signal 22.56%) to sign-up intent.
Research question 3
Does the promise already work in the feed, i.e. in the ad?
The simplicity ad has the highest click-through rate of the three at 0.92%.
Test design
3 variants, one variable.
The value proposition in headline, positioning, benefit lines and ad copy; the product page with the terms is identical for all three promises.
Variant
Setup
Variant A | Security ; Variant B | Returns ; Variant C | Simplicity
Three variants, each on its own offer page
Metrics
From ad impression to confirmation.
CTA II is sign-up intent: the click with which visitors show interest in the offer. Email and double opt-in follow after the notice that the offer is not yet available.
Field days
7
LP visitors
4,142
Ad spend
S$3,731
Channel
Meta
| Security | Returns | Simplicity ; Impressions | 207,887 | 191,266 | 170,109 ; Clicks | 1,476 | 1,511 | 1,565 ; CTR | 0.71% | 0.79% | 0.92% ; CPC | S$0.84 | S$0.83 | S$0.80 ; LP visitors | 1,341 | 1,374 | 1,427 ; CTA I | 190 · 14.17% | 246 · 17.90% | 322 · 22.56% ; CTA II · Sign-up intent | 16 · 1.19% | 24 · 1.75% | 51 · 3.57% ; Email | 6 · 0.45% | 9 · 0.66% | 19 · 1.33% ; Double opt-in | 4 · 0.30% | 6 · 0.44% | 12 · 0.84% ; Cost per sign-up intent | S$77.47 | S$51.94 | S$24.40
Context
What the data also shows.
Audience
Market potential
Customer journey
How visitors experienced the test.
Nothing is sold. What is measured is how many visitors choose the offer.
Step 1
Ad
The ad appears in a familiar setting, in search or in the feed.
Step 2
Offer page
Visitors see an offer page in a familiar online setting and can show their interest there.
Step 3
Notice
After the click, visitors learn that the offer is not yet available.
Step 4
Anyone who wants to be informed leaves their email voluntarily.
Step 5
Confirmation
The sign-up is confirmed by double opt-in.
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