Description / Hypothesis
Improving the headline text on the /hgvc-timeshare-worth/ page to include more enticing language. Similar tests on other sites have yielded positive results, mainly a lift in MVS goal completions.
Variations
Test Dashboard
Post-Mortem Analysis
This test sought to optimize the headline above the Market Value form to encourage more MVS leads. After making the text more attractive and pushing the “just one click” language, the variant vastly outperformed the original by approximately 130%.
The cause for the jump in leads could be a combination of factors. The language is the first and foremost motivating factor, with the simplicity angle resulting in yet another win (we’ve seen “easy-to-use” based language perform best in headlines before). A second factor could be the nature of the form. Where most WMTW funnels feature three steps, this one features one, which plays nicely into our “simplicity” angle.
It is interesting to note that the variant outperformed the original in all three major channels (organic, referral, and direct). Previous experiments saw this type of language perform admirably among paid visitors, but not organic visitors. However, every channel seemed to prefer the simplicity angle on this experiment, getting us one step closer to determining how to create the perfectly-optimized headline for the WMTW goal type.
For future tests, we should continue to use language like “get your timeshare value in just one click” and other wording that illustrates ease to further solidify this theory.