Description / Hypothesis
Moving owner content above search on mobile will increase visibility for these features and ultimately improve volume into these funnels. Owner content currently is placed below the fold on many
Variations
Test Dashboard
Post-Mortem Analysis
Moving owner-focused elements to the top of the page in mobile screen resolutions proved to be a success, increasing Owner Sell CVR by as much as 580% (1 conversion for the control , vs 8 for the two variants).
Both variants proved to increase conversion rate, though Variant 1 may be the most effective overall. While the form better produces instant Owner Sell leads right on the home page, the three buttons variant is more adept at generating MVS leads. Here’s a quick breakdown of both variants’ performance among Owner Sell and MVS leads:
Owner Sell:
Variant 1 (buttons): 1.30%
Variant 2 (form): 1.36%
Difference: 4.62% V2 advantage
MVS:
Variant 1 (buttons): 2.44%
Variant 2 (form): 0.51%
Difference: 378% V1 advantage
Given Variant 1’s performance in MVS leads over Variant 2, we should name the three buttons version the winner of this experiment. A 4% disadvantage among Owner Sell leads seems negligible compared to the massive win in MVS leads.