CRO breakdown of Reclaim MyPPI Tax's PPI tax refund click-through page. Design decisions and financial claims conversion strategy by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
PPI reclaim created a secondary category that most UK consumers don’t know exists: reclaiming the tax paid on the interest portion of PPI refunds. Millions of people received PPI payouts between 2010 and 2019. Many of those payouts included statutory interest, which attracted income tax at source. HMRC allows that tax to be reclaimed as a higher-rate or basic-rate taxpayer who shouldn’t have paid it — but most people who received PPI payouts don’t know this.
The conversion problem is category awareness. The visitor is not comparing Reclaim MyPPI Tax against a competitor — they are deciding whether a PPI tax refund opportunity even applies to them and whether pursuing it is worth the effort. The page needed to create awareness, establish credibility, qualify eligibility, and convert in one scroll — without triggering the “this sounds like a scam” response that financial claims pages frequently provoke.
The scam-association risk is real. Following the PPI mis-selling scandal, a secondary industry of fraudulent and exploitative claims management companies emerged, creating a general wariness about unsolicited financial claims approaches. The page needed to overcome that wariness through transparency: specific success rates, real client refund amounts, named partner organisations, and an explicit No Win No Fee model that removes financial risk entirely.
with an orange fire graphic and the headline “Reclaim Your PPI Tax” creates a visually distinct first impression from the clean white pages of mainstream financial services. The orange and dark palette communicates urgency and energy without the predatory feel of aggressive red-and-yellow claims pages. The “Check If You’re Eligible” CTA in orange provides sufficient contrast while maintaining the brand palette.
The “93% Cases Being Successful” badge in the top-right of the hero is the page’s most important single element. It sets the expectation for success probability before any other content is read. For a visitor weighing up whether to spend time on the eligibility check, 93% is a compelling probability that most reasonable people would act on.
combined with the claim trigger dates (before 6 April 2016) establishes the legal context. The two eligibility checkboxes — “You have received money back for a PPI claim before 6 April 2016” and “You were earning less than £50,000” — are the page’s self-qualification mechanism. They are designed to be ticked: both criteria apply to the vast majority of PPI claimants. The act of ticking them creates micro-commitment toward the eligibility check.
provides the educational layer for visitors who don’t yet understand the tax reclaim mechanism. The video uses the site URL as the close — “Apply to reclaim your PPI tax Refund today at www.reclaimm…” — reinforcing brand and URL simultaneously.
is the page’s most powerful social proof element. Real client names (partially anonymised), specific refund amounts (£1,021.24 to £7,288.77), precise claim submission dates, and weeks to payout combine to create the most credible possible proof of both the refund’s existence and the speed of the process. The amounts vary enough to represent different claim sizes, which allows visitors with different estimated PPI payout amounts to find a relevant reference point.
The four trust icons — 100% Secure Online Process, 97% Client Rate, Claimed £1bn+ for Our Customers, 5K+ Clients Recommend Us — appear together as a bar section before the testimonials. Each icon addresses a different category of trust concern: process security, satisfaction rate, total value delivered, and community advocacy. Together, they provide a multi-dimensional trust foundation before the final claim submission CTA.
The 93% success badge is the first trust signal the visitor sees, and it sets an expectation of successful outcome before any process explanation has been given. For a risk-averse visitor evaluating whether to engage with a claims process, 93% is a more powerful opening than any assurance of professionalism or experience.
The refund table converts the abstract promise of a refund into verifiable, specific financial outcomes. Real names, real amounts, real dates, and real turnaround times are the most concrete form of social proof available for a financial claims service. The table’s specificity signals that the data is genuine — fabricated testimonials would be vaguer.
The final trust element removes the residual financial risk that might cause a qualified visitor to hesitate. “No Win No Fee” is the risk reversal that converts indecision into submission for a visitor who has been persuaded by the page content but is still wary of committing.
"The refund table on this page converts because it shows the process working, not just promising it will work. A visitor who sees that seven named clients received specific refund amounts in between four and eight weeks has evidence of a functioning system. That evidence is worth more than any service guarantee because it shows the outcome has already happened for people in the same position."
The page follows a four-step journey: eligibility establishment (hero + criteria checklist), process education (video + how it works), social proof (refund table + testimonials), and risk removal (No Win No Fee banner). Each step removes one layer of hesitation for the visitor who is moving from “this might apply to me” to “I should check if I qualify.”
The “4 Simple Steps” section — Fill In Your Simple Online Form, Let Our CRO Tax Experts Assess It, Your Claim is Submitted to HMRC, Receive Refund — provides the process transparency that a claimant needs to understand what they are agreeing to before submitting their information. The HMRC mention is important: it establishes that the process runs through the official tax authority, not through an intermediary escrow arrangement, which addresses the “what happens to my money?” concern.
"The eligibility two-column check — where the visitor sees two criteria and mentally ticks both — is doing the most conversion work of any element on this page. It's not a form field. It's a psychological commitment device. Once a visitor has identified that they meet both criteria, they have already made the decision to proceed. The submit button is just the mechanism for what has already been decided."
A simple input field — “Enter the approximate amount of your PPI payout” — that outputs an estimated tax reclaim amount range would personalise the value proposition for each visitor. A visitor who enters £4,000 as their PPI payout and sees “your estimated tax reclaim: £640–£800” has a personalised financial motivation to proceed rather than a generic average claim amount.
While the PPI tax reclaim window is technically open, HMRC claim periods have specific cut-off considerations. Adding a visible “claim by [date] to be eligible for the current tax year reclaim” element would create genuine deadline urgency for visitors who are in the awareness stage but not yet acting.
Many potential claimants have specific questions about whether their circumstances qualify — unusual PPI amounts, multiple policies, joint policy refunds. A live chat widget labelled “Ask about your eligibility” converts the visitor who is close to submitting but has one specific question that the FAQ hasn’t answered.
Browse our full collection of landing page examples for more financial claims and compliance page breakdowns. Building a claims or financial eligibility page? Talk to our team.
People feel losses more strongly than gains. Framing around what they will miss motivates action.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
The first piece of information shapes all subsequent judgements. Price comparisons and headline stats set expectations.
Giving something valuable first (free guide, tool, audit) creates an obligation to reciprocate.
A specific percentage (93% cases being successful) carries more weight than 'high success rate' or 'most claims approved' because it implies an audited methodology rather than a marketing claim. Visitors who are considering engaging a claims firm for a financial product are already wary of misleading promises — the PPI mis-selling scandal created a secondary market of claims management companies with varying quality and legitimacy. A verifiable success rate percentage signals operational rigour and gives the visitor a concrete confidence level to evaluate against their own risk tolerance.
The recent client refunds table — showing real client names (partially anonymised), refund amounts, claim dates, and weeks to payout — converts because it makes the abstract financial promise concrete and immediate. A visitor reads 'Mr Vincent A. — £2,701.30 refund — received in 6 weeks' and has a reference point for what they personally might expect: a real amount, a real timeline, and implied proof of payment. The table format also enables comparison with the visitor's estimated eligibility — if their PPI payout was £3,000–£8,000, they can see claim amounts in that range and infer that their case would be similar.
No Win No Fee removes the single largest conversion barrier in claims management: the financial risk of engaging a professional service when the outcome is uncertain. A potential claimant who is unsure they are eligible, unsure how much they might recover, and unsure whether the process is worth the effort will not pay upfront for an uncertain outcome. No Win No Fee inverts the risk — the claimant has nothing to lose from engaging. The model works as a conversion mechanism because it converts 'I might not bother' into 'there's no reason not to try.' The prominent No Win No Fee banner near the bottom CTA is the final objection removal before submission.
The two-column eligibility check — 'You have received money back for a PPI claim before 6 April 2016' and 'You were earning less than £50,000 in the tax year at the time of PPI refund' — serves two functions simultaneously. It qualifies the visitor (only proceed if you meet both criteria) and it converts the visitor who meets the criteria by creating the 'this is specifically for me' recognition. A visitor who ticks both boxes has self-identified as a high-probability claimant. The conversion from 'interested visitor' to 'form submitter' happens the moment they tick the second criterion and think 'I qualify for this.'
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"The most important design decision on this page was transparency over promises. Most financial claims pages lead with maximum claim amounts — 'claim up to £X today.' We led with eligibility criteria and a process video, because visitors who understand exactly what they qualify for and how the process works convert at higher rates and have significantly lower dispute rates downstream. The page is designed to attract the right claimants, not all possible claimants."