Description / Hypothesis

Several tests have been planned and/or executed altering the home page hero content, but optimizing the text that occupied the H1 OR the form headline may prove useful in improving ULF Buyer, Renter, or Seller conversions.

Variations

Post-Mortem Analysis

Post Mortem

This test sought to make the headline text on TRR more specific to encourage more people to interact with the website. By changing the language to include blended intent buzzwords, the goal of the test was to get people to spend more time on key pages and reduce bounces.

However, the variant was largely a loss. Bounce rate, pageviews, and session duration were all down from the original. Part of the reason for this could be the blended intent nature of the experiment–tests that are focused on one specific audience tend to fare better. Additionally, some content tests seem to indicate our older target demographic tend to prefer assistance over value. Eliminating the words “help you with” from the headline could’ve made the variant less appealing.