Home Page Utility Bar Seasonal Messaging – Spring

Description / Hypothesis

The time-sensitive utility bar copy we employed after New Year's Day proved effective at targeting owners anxious about maintenance fees, and drove owner-based conversions. As we enter spring, we'll try a few variations on this utility bar messaging, moving away from the "new year" based copy and opting instead for more generalized, yet still urgent, motivating factors.

Variations

Post-Mortem Analysis

Increasing Owner CVR by 16.24%* over the course of a month, this test proved that user attitudes shift seasonally, with the less-heavy “Need Help Getting Out of Your Timeshare?” copy outperforming the previously successful “maintenance fee” based language.

Though Owner Sell CVR was down slightly (-8.6%), ULF Seller leads improved by 167%, making up for the deficit. Couple that with the vast gains in Market Sell CVR (15%) and an estimated 123 more Owner leads coming in per month, Variant 1 is the clear winner of this test.

*this test omits data from Display sources