Description / Hypothesis
Improving the headline text above the main lead form to engage visitors more successfully and increase Goal 1 conversions.
Post-Mortem Analysis
Post Mortem
The two variants in this headline test attempted to demonstrate ease of use right above the site’s main form. Previous experiments had proved that PPC visitors prefer to see language that stresses simplicity over low-cost or anxiety-based wording. We tried two variants here, with one reading “Get Rid of Your Timeshare Today” and “Let Us Help You Get Out of Your Timeshare.”
Surprisingly, the original finished with the largest lead. The original form of the headline, which read “Yes, I’m interested in selling my timeshare” finished with a ~9% advantage over Variant 2, which had the higher number of conversions compared to Variant 1.
There are a few reasons why the original might have won out. For one, the current headline might be a bit more actionable than the two variants. Second, the “selling my timeshare” wording might better resonate with the specific ad the visitor clicked on to arrive at the site (for example, if an owner typed “i want to sell my timeshare” into google and saw a search ad from GBT using the words “sell” and/or “timeshare,” they might already be partial to the original headline as it contains the same language).
For future tests, we should try devising different headlines that stress ease of use that include the words “sell” and “timeshare.” We should also try pushing anxiety factors among paid users just to reaffirm our theory that they prefer simplicity above all else.