Adding “Not Required” to Step 2 – Desktop Tablet (v2)

Description / Hypothesis

This test was a winner for paid traffic on SMTN, so testing it here as well. The theory is that Step 2 is sometimes a hangout up for people, so reinforcing that it is not required will get more people to step 3 and ultimately through the funnel. This second version tries the text in a different color.

Variations

Post-Mortem Analysis

This successful iteration of the “not required” language played nicely with WBAST’s prop. value. An “instant offer” is perhaps more alluring than “timeshare value,” so it’s no surprise that streamlining this process for timeshare owners had a positive effect, to the tune of an 8.2% jump in CVR.

The red color of the text also helped make the copy bolder and more eye-catching, which likely played a factor in driving CVR.

We should continue to try this language out on any conversion funnel that can allow it.