Description / Hypothesis
Based on heatmaps - users are very interested in search but are forced to go several steps before they can access the for sale search page. https://www.dropbox.com/s/9xtkwidmv9282ab/heatmap-2681097-click-desktop.jpg?dl=0
Test Dashboard
Post-Mortem Analysis
This variant came back from a volatile start to take a significant lead over the control, and resulted in a 42% increase in purchase offers on ads. The experiment also achieved its goal of driving more traffic to the inventory pages, which likely helped facilitate the rise in conversions.
If anything, this test shows that we need to prioritize moving users down the funnel, regardless of what page they may be on. In the case of this page, it was explicitly buyer-focused, but lacked a highly visible avenue to get them to buyer ads. Installing this element above the fold removed an extra unnecessary step in the process for many people, and we should continue to test similar theories on other pages, in other conversion funnels.