Description / Hypothesis
This test will reoptimize the main menu items in order to reduce the number of steps visitors need to take to get to key conversion pages.
Post-Mortem Analysis
For the purposes of these results, we should look at three goal types: MVS, Owner Sell, and Seller ULF.
This test exceeded expectations for MVS. Conversion rate rose 69% within this goal type, and also drove a significant number of users to the Market Sell page, some of whom perhaps never would have arrived there in the first place. If this test proves anything, it’s that a clear and upfront navigation option for WMTW must be in the main menu bar.
Owner Sell was a different story. While conversions were boosted there for a time, the tables eventually turned, and the original outpaced the variant. We suffered a loss of -44% within this category, a drop from 24 Owner Sell leads to just 13.
However, when looking at Seller ULF conversions from this experiment, we find that gap in Owner Sell leads had been near completely filled. Compared to the -44% loss described above, Seller ULF leads jumped by 47%, compensating for the loss in Owner Sell leads, and then some.
Overall, across these three categories, we drove owner-based leads from 85 to 107 over a four-week period, a jump from 5.12% to 6.53%. That’s an increase of 27.5%–and at a 95% confidence level, we can be assured that this test improves the volume of owner leads coming to us from TimeshareBrokerServices.com.