Adding “Not Required” to Step 2 – Desktop Tablet

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.

Variations

Post-Mortem Analysis

Reprising this previously successful test on WBAST also proved to be a win, boosting CVR on the site by a modest 4%. Once again, we’ve seen users, particularly those coming from Paid sources, respond positively to learning that the second step is not required.

What separates this test from the WMTW test on SMTN is that the value proposition is slightly different. Here, we are offering users an offer on their timeshare instead of a market value estimate, giving these owners a bit more to latch onto.

A second version of this experiment will test the same language, but in a brighter, bolder color to catch the attention of more users.