MVS Bar Copy Variants – Non Paid

Description / Hypothesis

By going off previous experiments, we'll further narrow in on optimal MVS utility bar messaging, this time, by singling out Organic audiences. This experiment will simply change the button text within the util bar, hopefully playing to Organic visitors' general curiosity and want for information

Variations

Test Dashboard

Post-Mortem Analysis

We didn’t see a substantial lift for this variant under the Organic segment, with CVR breaking even with the control. The result above reflects data taken from Direct sessions, as well as some Paid traffic that made its way into the experiment.

Interestingly, the Paid audience that interacted with the test overwhelmingly preferred the variant, increasing CVR by 29%.

We’ll go back to the drawing board in terms of Organic-friendly MVS messaging with more tests. In the meantime, we’ll test this variant against another Paid audience winner to consolidate our data and determine the optimal language for that channel.