Two popups labeled “A” and “B” sit on the left. A bar chart on the right shows “B” won the test with a 7% conversion lift. Two popups labeled “A” and “B” sit on the left. A bar chart on the right shows “B” won the test with a 7% conversion lift.

Client

Equifax

Industry

Finance

Our Role

Business Process Management, UX Design, Content Management, Web Development

ALL SOLUTIONS

Equifax Conversion Testing

The client

Equifax Inc. is one of the three largest consumer credit reporting agencies, with operations in 24 countries. In the U.S., Equifax® offers a wide range of products and services including credit monitoring and identity theft prevention solutions for consumers.

The challenge

Equifax's site and supporting landing pages serve as the primary gateway for individuals to purchase personal credit monitoring and identity theft protection products. It's important to continuously iterate content and experiences in an effort to improve the customer journey and boost conversion rates.

Our response

To support the continuous evolution of Equifax's consumer experiences, both A/B and multivariate testing are utilized to assess the effectiveness of everything from small tweaks on existing pages, to completely novel designs, ensuring a data-driven approach to optimization.

Two mocks of the Equifax homepage with different content sit side by side, labeled “A Control” and “B Challenger”. Two mocks of the Equifax homepage with different content sit side by side, labeled “A Control” and “B Challenger”.

Homepage test aimed at increasing desktop order starts and exposure of the Leadgen Marketplace.

Skyward manages tests from beginning to end. We review the testing strategy and artwork for technical challenges and construct a timeline for the testing process, factoring in build time, legal approval, and traffic bandwidth. If no artwork is provided, Skyward collaborates with Equifax stakeholders to create designs in line with brand standards and business goals. We ensure all details such as disclosure placement and legal phrasing are in compliance with Equifax standards and go through a rigorous QA process. Experiences are carefully coded to meet the specific needs of the individual tests while maintaining ADA and web standards compliance and are deployed via testing platforms such as Adobe Target and Optimizely. As tests goes live, Skyward conducts a thorough review to confirm the implementation of all variables and creates documentation for Equifax.

Two mocks of opposing Equifax marketing lander experiences with different color schemes and phone images, labeled “A” and “B”. Two mocks of opposing Equifax marketing lander experiences with different color schemes and phone images, labeled “A” and “B”.

Marketing lander test exploring stylistic updates to align with the newer brand design system.

The data gathered in the following weeks provide insights that inform future testing strategies and contribute to the ongoing enhancement of Equifax's online consumer facing presence. We've been assisting with Equifax conversion for over 10 years and continue to this day.

Collage of various Equifax experiences that have been tested. Collage of various Equifax experiences that have been tested.