Home Page MF Call Out

Description / Hypothesis

To capitalize on the rush of owners looking to sell their timeshare this time of year, we'll re-optimize the utility bar on the home page to induce more urgency and get more people to essential forms

Variations

Post-Mortem Analysis

This test was ultimately an all-around winner, with Variant 3 of the experiment proving the highest increase in both MVS and Owner Sell conversion rate.

Variant 3 increased Market Value conversion rate from the control by 154%, and increased the Owner Sell conversion rate by 28%. With so many owner-based users entering the site through the home page, this variant will provide a substantial boost to owner-centric conversions.

Other Variants also proved to be successful, giving us even more insight into the types of messaging users prefer to see on the home page.

• Variant 2 boosted Owner Sell CVR by 12% (1.35% to 1.51%)
• Variant 2 also boosted MVS conversion rate by 67% (1.13% to 1.89%)
• Variant 1 boosted MVS conversion rate by 92% (1.13% to 2.17%).
• Variant 1’s Owner Sell CVR was lower than the control by -40%

It is clear, given these results, that the red color of the third variant, coupled with the urgent, timely messaging, appealed directly to the influx of timeshare owners seeking relief from maintenance fees.