The primary variation's observed conversion rate 0.53% is 43.24% higher than the control's conversion rate 0.37%, based on 1,110 sessions.
Description / Hypothesis
Changing the confusing language on the home page form to a clear seller-focused message will improve owner conversion rate.
Variations
No variations uploaded yet.No variations uploaded yet.
Post-Mortem Analysis
Key Learnings
Owner ULF (primary KPI)
Control CVR: 0.37%
Variant CVR: 0.53%
Lift: +43.7%
Stat sig? NO — 66% confidence
Though these were not the primary KPIs for this experiment, we also observed a concerning drop in Buyer and Renter offers, with CVR decreasing by -86.3% and -61.7%, respectively. Since this site is predominantly a Buyer/Renter play, we cannot ignore this drop in conversions and must consider this test inconclusive.