Homepage Hero Redesign – Move Sell Form Above Fold

Description / Hypothesis

Reducing vertical space in the hero block will allow the Seller block headline and top of form to appear above the fold on the most important desktop device size ranges. This will result in more visibility to the sell form as well as the value propositions in the copy. The goal is to increase the number of direct homepage form submissions.

Variations

Test Dashboard

Post-Mortem Analysis

It’s difficult to say exactly what went wrong with this experiment. On paper, moving the seller form above the fold would only logically increase the number of conversions, as it becomes more visible to a greater number of users. However, the test resulted in an Owner Sell loss of nearly -46%. The test’s other two objectives, Market Sell and Seller ULF, remained a draw and inconclusive, respectively.

The only key factor that could’ve sunk leads here is the form copy in the variant. Going from “Yes, I Want to Sell My Timeshare” to “Sell Your Timeshare” could have had an adverse effect on some. We’ve seen inklings of this before, where owners sometimes prefer language that insinuates they hold the keys to the car, rather than language that’s abrupt and to-the-point. This is just a theory–I can’t imagine this very slight change in copy could’ve resulted in a loss that substantial.