MVS Util Bar Copy Variants (Desktop/Tablet)

Description / Hypothesis

Testing different variations of a market sell utility bar will enable us to determine effective language among that segment of timeshare owners and drive MVS leads across the site.

Variations

Post-Mortem Analysis

The desktop/tablet version of this test saw various ups and downs throughout its run, with each of the three variants taking the lead at least once during its run. We can largely attribute this volatility to the fact that 60% of the site’s regular traffic arrives through mobile devices–excluding that segment led to more irregular trends. We’ll launch a second version of this test that includes all three device types.

For the most part, the third variant had a competitive edge over all the rest, although it was very slight, only a 2.5% lift over the original.

In a nutshell, organic visitors preferred the variant that pushed the “don’t use your timeshare” language. Paid visitors much preferred the original by the end of the experiment, though out of the three variants, Variant 3 experienced the highest conversion rate (“FREE” in all caps, altered button text).

For a more complete breakdown of results, see below:

Overall:
Original: 1.63%
Variant 1 : 1.52%
Variant 2: 1.33%
Variant 3: 1.67%

Organic:
Original: 1.07%
Variant 1: 1.15%
Variant 2: 0.9%
Variant 3: 0.98%

Paid:
Original: 3.14%
Variant 1: 2.72%
Variant 2: 2.67%
Variant 3: 2.78%

Direct:
Original: 1.18%
Variant 1: 0.88%
Variant 2: 0.75%
Variant 3: 1.66%