Description / Hypothesis
Replacing the current home page copy with bullet points that are easier to read and more attractive to potential owners may encourage more form fills
Post-Mortem Analysis
Post Mortem
In an experiment that attempted to increase form fills, we saw a rather tepid result. Though ruled as inconclusive, this test can be chalked up as a slight loss, with the Original version of the page largely outperforming the variant by about 20%.
The only audience the Variant seemed to appeal to was Paid visitors on desktop devices, who converted at a rate 34% higher than the original. However, the original version was a win in every other major category. There could be a number of reasons behind this result, such as the elimination of the phrase “Since 1999 we’ve helped over 70,000 of owners just like you find the perfect solution for their timeshare, and we want to help you too!” Language like this could actually instill trust in the visitor.