Description / Hypothesis
Optimizing the headline on the CTA form will help encourage more form submissions. Text will be better suited to subject matter in content and will resonate with audiences according to top-performing keywords.
Variations
Post-Mortem Analysis
Post Mortem
This test was designed to encourage more conversions on the highly-trafficked Buyer FAQ page by optimizing the form headline on that page. However, neither the original nor the two variants gained any conversions, making the test inconclusive.
One possible reason for this could be the mindset of the people visiting this page. One of the top referring keywords for this page is “what is a timeshare.” This would indicate that visitors to this page are at the very top of the funnel. It could be argued that these visitors have no intention of selling or buying a timeshare.
However, we should attempt other experiments on this page to better redistribute the traffic to this page and reduce bounces.