Description / Hypothesis
Repeating a similar successful experiment on THD, this test will add a brief line of eye-catching copy to rental ads to stress "limited inventory," stoking anxiety and urgency among potential renters. We will aim to increase Ad-Renter CVR, a goal type on TRR that has been becoming more and more popular recently.
Post-Mortem Analysis
Once again, we’ve seen that adding a clearly visible line of urgent copy to rental ads is crucial to boosting Renter Offer CVR. On TRR, we observed a 257% increase in offer rate, boosting the overall rental offer count from 6 to 20 in just two weeks.
We’ll replicate this experiment on VO to measure its success on that site, and should perhaps consider deploying it on SMTN as well, as this kind of blatant success shouldn’t be ignored. We’ll also evaluate other ways to push urgency in our rental/resale ads.