California Credit Union’s 25% Lift in Applications with A/B Test Using Chimney Calculator

1. Executive Summary

California Credit Union achieved a 25%+ increase in application starts, without changing a single word of copy or targeting. 

The only difference? A calculator callout in the email. 

‍

‍

2. About the Client

California Credit Union (CCU) is a leading financial institution serving members across the United States, with a strong focus on providing competitive products, personalized service, and digital banking innovation. Known for its member-centric approach, CCU continually explores new ways to enhance user experience and improve campaign performance.

‍

3. The Challenge

Prior to the update, CCU was running a traditional promotional email campaign for a 9-month Share Certificate. Despite a solid audience and compelling offer, engagement stalled at typical industry benchmarks - without the lift needed to increase account openings.

‍

4. The Solution

CCU relaunched the campaign using the same email format and targeting - but this time, they added an image of Chimney’s Certificate (CD) Calculator. The email linked to a landing page with the calculator, allowing users to input basic deposit details and instantly see potential earnings.

This email enhancement shifted the post-click experience from passive to purposeful, giving users a reason to engage beyond simply reading the offer.

5. Implementation

The implementation was fast and frictionless:

• Chimney’s calculator was added using a lightweight JavaScript snippet.
  
  
• The tool was customized to reflect CCU’s brand and product terms.
  
  
• No developer resources were needed, allowing the team to go live quickly and independently.
  
  

The only variable changed in the campaign was the inclusion of the calculator visual, making the results a clear indicator of its direct impact.

‍

6. Results and Impact

The results after adding the calculator visual were immediate and measurable:

• 25%+ increase in applications started compared to the previous email campaign with identical messaging.
  
  
• Significant traffic redirected to the calculator page, driving deeper user engagement.
  
  
• A higher intent audience progressed further down the funnel, from interest to application initiation.
  
  

These gains align with broader benchmarks observed by Chimney: calculator users are typically 3x more likely to convert than standard visitors.

‍

7. Conclusion and Key Takeaways

This case demonstrates how guiding users with the right tools at the right moment can directly translate into more applications started. By leveraging Chimney’s calculator:

• CCU turned a static campaign into an engaging experience.
  
  
• Applications surged by over 25%, without overhauling creative or audience targeting.
  
  
• User engagement was elevated with an informative, branded tool.
  
  

Key Takeaway: Sometimes the smallest changes - like adding a visual cue - can drive the biggest performance lifts.

Curious which calculators could deliver similar results for your campaigns? Browse our Calculator Template Library and find the right fit for your institution.