Description / Hypothesis
The Owner Rent page presents an opportunity to change some language and encourage more conversions. The current conversion rate for the page is 0.14%. With the Owner Rent page ranking 6th in overall traffic, changing the form's headline to wording based off previously successful owner tests may eke out a slight increase in leads received.
Variations
Test Dashboard
Post-Mortem Analysis
This test proved to be inconclusive despite running for 70 days, disproving the experiment’s hypothesis. Although the variant here maintained a slight lead over the original (2.29% to 2.61%, a rise of 17%), there weren’t nearly enough sessions or conversions to deliver a statistically significant result.
With HGVC being such a MVS-driven website, it is difficult to derive any valuable insights into other lead types. Rental leads are so slim on the site that a menial change such as a headline may not have that large of an affect. Perhaps we should focus future tests on site features and improving overall layout and user experience.